Destination On The Left

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On this episode of Destination on the Left, I host a special Community Conversation featuring Patrick Kaler, President & CEO of Visit Buffalo Niagara; Tony Snell-Rodriguez, Director of Community Engagement & Inclusion at Visit Milwaukee; Steven Coyle, Director of Government Relations for Transportation Policy at the American Bus Association; and Hillarie Logan-Dechene, Deputy Director of The Wild Center. Together, they explore the many dimensions of advocacy in the tourism industry, from legislative engagement and community partnerships to storytelling, relationship building, and cross-sector collaboration. Their conversation demonstrates that effective advocacy isn't just about influencing policy—it's about creating trust, building authentic partnerships, and helping communities understand tourism's value as a driver of economic growth and quality of life.

What You Will Learn in This Episode: * Why advocacy extends far beyond government relations and begins with building authentic relationships * How destination organizations, attractions, and industry associations are using collaboration to strengthen tourism's voice * What role storytelling plays in helping elected officials, residents, and stakeholders understand tourism's economic impact * How community engagement and resident sentiment are becoming key measures of destination success * Why partnerships across sectors create stronger advocacy efforts and more resilient communities * How research, data, and personal stories work together to influence decision-makers * What practical steps tourism professionals can take to become stronger advocates within their own communities

Advocacy Begins with Relationships Throughout the conversation, one message rises above the rest: successful advocacy starts long before asking for support. Whether working with elected officials, community organizations, business leaders, or residents, each panelist emphasizes that trust is built through consistent relationships, active listening, and genuine collaboration.

Rather than approaching advocacy as a series of requests, the panel explores how tourism organizations can position themselves as community partners. By understanding shared priorities and working toward mutual goals, destinations are able to demonstrate that tourism benefits far more than visitors—it strengthens local economies, supports small businesses, creates jobs, and enhances quality of life for residents.

Using Stories and Data to Demonstrate Tourism's Value While economic impact numbers remain an essential advocacy tool, the panel discusses why statistics alone are rarely enough. Effective advocacy combines measurable data with compelling human stories that help decision-makers understand tourism's real-world impact.

The guests share examples of how visitor spending supports local businesses, creates employment opportunities, reduces the tax burden for residents, and generates long-term community investment. They also explore how personalized examples—from small business testimonials to resident feedback—can transform large economic figures into meaningful stories that resonate with legislators, community leaders, and stakeholders alike.

Building Stronger Destinations Through Cross-Sector Collaboration One of the strongest themes throughout the discussion is the importance of looking beyond traditional tourism partnerships. The panel encourages organizations to collaborate with museums, transportation providers, nonprofits, healthcare institutions, educational organizations, chambers of commerce, neighborhood groups, and local businesses to build stronger advocacy networks.

The guests share how these relationships not only strengthen individual organizations but also create more resilient destinations capable of addressing community priorities together. Whether developing new programs, supporting accessibility initiatives, attracting meetings and events, or advocating for infrastructure investments, they demonstrate that tourism is most successful when it is viewed as a shared community asset. By embracing collaboration over competition, destinations can amplify their impact, strengthen public trust, and ensure tourism continues to deliver lasting benefits for visitors and residents alike.

Resources: * Website: https://travelalliancepartnership.com/

Patrick Kaler

Website: https://visitbuffalo.com/
LinkedIn: https://www.linkedin.com/in/patrickkaler/

Tony Snell-Rodriguez

Website: https://www.visitmilwaukee.org/
LinkedIn: https://www.linkedin.com/in/tony-snell-rodriguez/

Steven Coyle

Website: https://www.buses.org/
LinkedIn: https://www.linkedin.com/in/steventcoyle/

Hillarie Logan-Dechene

Website: https://www.wildcenter.org/
LinkedIn: https://www.linkedin.com/in/hillarie-logan-dechene-2bb8aa18/

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On this episode of Destination on the Left, we bring you Part 2 of our Roadshow series recorded live at the 2026 Taste of Place Summit in Edmonton, Alberta. Hosted by the Culinary Tourism Alliance in partnership with Explore Edmonton, the Summit brought together destination leaders, economic development professionals, and tourism organizations exploring how culinary tourism can strengthen local economies and create more distinctive destination identities.

Through conversations with Ellen Walker-Matthews, Elaine Zedack, Eiblis Doherty, Ceri Chong, and Bryanna Kumpula-Yung, we explore how collaboration serves as the foundation for successful culinary tourism, connecting producers, businesses, communities, and visitors into experiences that are greater than the sum of their parts.

In this episode, you'll hear from these extraordinary leaders: * Ellen Walker-Matthews: https://www.linkedin.com/in/ellen-walker-matthews-6951ab4/ * Elaine Zedack: https://www.linkedin.com/in/elaine-zedack/ * Eiblis Doherty: https://www.linkedin.com/in/eiblis-doherty/ * Ceri Chong: https://www.linkedin.com/in/cerij/ * Bryanna Kumpula-Yung: https://www.linkedin.com/in/bryannakumpula/

Collaboration Is the Foundation of Culinary Tourism One of the strongest themes throughout these conversations is that successful culinary tourism rarely happens in isolation. While exceptional farms, restaurants, and producers may draw visitors on their own, destinations create lasting impact when they intentionally connect those individual experiences into a cohesive visitor journey.

Ellen Walker-Matthews shares how the Thompson Okanagan Tourism Association views culinary and agritourism as foundational to its destination strategy. Through readiness programs, partnerships between operators, and collaborative experience development, the region is helping visitors understand not only where food comes from, but also the relationships between farms, vineyards, Indigenous foodways, and the landscape itself. Across the episode, guests demonstrate how destination organizations can act as conveners, creating opportunities for businesses to work together in ways that benefit both visitors and local communities.

Food Creates a Stronger Sense of Place Beyond great meals, culinary tourism serves as a powerful storytelling tool that helps destinations express their identity. Elaine Zedack explains how Pittsburgh uses food to celebrate its distinct neighborhoods, immigrant heritage, and blue-collar history while embracing the city's continued evolution. Local food experiences become a form of placemaking, allowing visitors to better understand the people and cultures that have shaped a destination over time.

Ceri Chong shares a similar approach in Richmond, British Columbia, where the destination's culinary story is built around Asian dining, fresh seafood, and local agriculture. Through events, partnerships with fishers and restaurants, and immersive waterfront experiences, Tourism Richmond is creating opportunities for visitors to engage directly with the people and industries that define the community. These conversations reinforce that food is one of the most accessible ways to experience the character and heritage of a place.

Creating the Conditions for Local Businesses to Thrive Several guests emphasize that one of the most valuable roles destination organizations can play is helping local businesses succeed together rather than independently. Eiblis Doherty describes her role as a facilitator, connecting operators, encouraging collaboration, and helping businesses develop visitor-ready experiences that might not happen without someone bringing the right people together.

Bryanna Kumpula-Yung expands on this idea by sharing how Leduc County is investing in networking opportunities, food trails, business education, and a new local food hub that makes it easier for producers, restaurants, and consumers to connect. Rather than focusing solely on marketing, these initiatives strengthen the local ecosystem behind the visitor experience. Together, the guests demonstrate that sustainable culinary tourism depends on building relationships, removing barriers, and creating the infrastructure that allows communities, businesses, and destinations to grow together.

Resources: Ellen Walker-Matthews

Website: https://www.totabc.org/

LinkedIn: https://www.linkedin.com/in/ellen-walker-matthews-6951ab4/

Elaine Zedack

Website: https://www.visitpittsburgh.com/

LinkedIn: https://www.linkedin.com/in/elaine-zedack/

Eiblis Doherty

Website: https://www.strathcona.ca/tourism/

LinkedIn: https://www.linkedin.com/in/eiblis-doherty/

Ceri Chong

Website: https://www.visitrichmondbc.com/

LinkedIn: https://www.linkedin.com/in/cerij/

Bryanna Kumpula-Yung

Website: https://www.leduccountybusiness.com/

LinkedIn: https://www.linkedin.com/in/bryannakumpula/

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On this episode of Destination on the Left, we bring you the first of two Roadshow episodes recorded live at the 2026 Taste of Place Summit in Edmonton, Alberta. Hosted by the Culinary Tourism Alliance in partnership with Explore Edmonton, the Summit gathered culinary tourism and agritourism leaders, destination professionals, farmers, chefs, producers, and artisans from across Canada and beyond to explore how food connects visitors to people, culture, and place.

Through conversations with Tam Anderson, Jenni Lessard, James Eddington, Carl-Éric Guertin, and Monica Frost, we uncover a common thread: the most memorable culinary tourism experiences begin with the people who grow, create, preserve, and share the stories behind the food.

In this episode, you'll hear from these extraordinary leaders: * Tam Anderson: https://www.linkedin.com/in/tam-andersen-b488544/ * Jenni Lessard: https://www.linkedin.com/in/jenni-lessard-54103a197/ * James Eddington: https://www.linkedin.com/in/james-eddington-9542a52/ * Carl-Éric Guertin: https://www.linkedin.com/in/carl-%C3%A9ric-guertin-4789849/ * Monica Frost: https://www.linkedin.com/in/sociallymonica/

Authentic Experiences Begin with Human Connection Throughout these conversations, one message emerges again and again: culinary tourism is ultimately about people. Whether visitors are harvesting strawberries, joining a chef around a live fire, meeting an artisan in their workshop, or enjoying a long-table dinner on a farm, the experiences that leave lasting impressions are rooted in authentic human connection.

Tam Anderson shares how simple moments, such as digging potatoes with children or tasting berries fresh from the field, reconnect families with the origins of their food and with each other. James Eddington echoes that philosophy through immersive farm experiences where guests don't simply enjoy a meal—they participate in discovering the ingredients, the landscape, and the people who make the experience possible.

The Stories Behind the Ingredients Matter Several guests emphasize that food itself is only one part of the visitor experience. Jenni Lessard explains that every ingredient carries the story of the producer, and that chefs and tourism professionals serve as interpreters who help visitors understand where food comes from and why it matters. When those stories are shared, meals become expressions of place rather than simply something to eat.

Carl-Éric Guertin extends this idea through the work of the Économusée Network Society, which helps artisans open their workshops to visitors. Whether meeting a blueberry jam maker, a smoked herring producer, or a craftsperson preserving generations of knowledge, visitors gain a greater appreciation for the heritage, expertise, and cultural traditions behind each product. These personal encounters transform local products into meaningful cultural experiences.

Collaboration Creates Stronger Destinations Across every interview, partnerships emerge as the driving force behind successful culinary tourism. Farmers collaborate with chefs to showcase seasonal ingredients, breweries work alongside producers and destination organizations to create immersive travel itineraries, and regional networks bring together organizations that might otherwise work independently.

Monica Frost shares how the BC Ale Trail continues to expand beyond breweries by connecting travelers with farmers, cideries, restaurants, and agritourism experiences that tell a more complete story about British Columbia's craft beverage industry. Similarly, guests throughout the episode describe how collaboration allows destinations to celebrate their unique landscapes, cultures, and food traditions while creating experiences that benefit both visitors and local communities.

Together, these conversations remind us that a true taste of place cannot be manufactured. It grows from authentic relationships, local knowledge, shared stories, and the people whose passion and stewardship give every destination its distinctive flavor.

Resources: Tam Anderson

Website: https://albertafarmfresh.com/

LinkedIn: https://www.linkedin.com/in/tam-andersen-b488544/

Jenni Lessard

Website: https://www.jennilessard.com/

LinkedIn: https://www.linkedin.com/in/jenni-lessard-54103a197/

James Eddington

Website: https://www.eddingtons.ca/

LinkedIn: https://www.linkedin.com/in/james-eddington-9542a52/

Carl-Éric Guertin

Website: https://artisansaloeuvre.com/en/economusee-network-society/

LinkedIn: https://www.linkedin.com/in/carl-%C3%A9ric-guertin-4789849/

Monica Frost

Website: https://bcaletrail.ca/

LinkedIn: https://www.linkedin.com/in/sociallymonica/

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On this episode of Destination on the Left, I talk with Bradley Kautenburg, Executive Director of the Algoma Area Chamber of Commerce in Algoma, Wisconsin. Bradley shares how a small lakeside community neighboring some of Wisconsin's best-known tourism destinations has embraced its authentic character as its greatest strength. We discuss the power of collaboration, the importance of remaining open to change, and how destination leaders can build stronger organizations by focusing on community, partnerships, and a willingness to challenge long-held assumptions.

What You Will Learn in This Episode: * How Bradley's career journey shaped his approach to destination and chamber leadership * Why Algoma has embraced its welcoming culture as a defining competitive advantage * How changing organizational mindsets can unlock new opportunities for growth * What questions Bradley's team asks before making strategic decisions * Why collaboration between neighboring chambers creates better outcomes than competition * How intentional partnerships help strengthen both tourism and local communities * Why staying open to change is one of the most important leadership skills for today's destination professionals

Discovering the Competitive Advantage That's Been There All Along Located along the shores of Lake Michigan at the base of Wisconsin's Door County peninsula, Algoma sits beside some of the state's most recognizable tourism destinations. Rather than trying to compete with larger neighbors, Bradley explains how the community has learned to lean into what visitors consistently remember most: the friendliness of its people, its active arts community, and the genuine sense of belonging guests experience during their stay.

One of the biggest lessons Bradley shares is that sometimes a destination's greatest competitive advantage is hiding in plain sight. For years, Algoma's welcoming culture simply felt normal to the people who lived there. It wasn't until the Chamber began viewing the community through the eyes of visitors that they recognized this authentic sense of place as something truly distinctive. That shift in perspective now influences how the destination tells its story and creates memorable visitor experiences.

Building an Organization That Is Ready for the Future When Bradley stepped into his leadership role, the Chamber was navigating financial challenges familiar to many community organizations. Rather than focusing solely on budgets, he recognized that lasting change required something deeper: helping the organization become comfortable with change itself.

Throughout our conversation, Bradley shares how his team evaluates new ideas through three simple questions: Does it strengthen the organization? Does it benefit members? Does it serve the community? Those guiding principles have helped shape decisions ranging from investing in new technology to expanding business resources while continuing to support tourism. His approach demonstrates that sustainable leadership often comes from creating a culture that welcomes innovation instead of resisting it.

Why Collaboration Will Always Beat Competition One of my favorite parts of our conversation centers on Bradley's belief that neighboring organizations accomplish far more by working together than by competing for attention. Regular meetings between local chambers have become opportunities to coordinate events, exchange ideas, share professional development, and support one another through common challenges.

Bradley also offers practical advice for building successful collaborations. He explains why establishing shared goals, agreeing on boundaries, and approaching partnerships with intentionality creates stronger relationships over time. Whether coordinating community events, recognizing educators across multiple school districts, or simply providing one another with fresh perspective, these partnerships illustrate how collaboration strengthens destinations, organizations, and the people who lead them.

Above all, Bradley reminds us that openness—to new ideas, new perspectives, and new partnerships—is often the catalyst that allows both organizations and communities to evolve while remaining true to the qualities that make them special.

Resources: * Website: https://visitalgomawi.com/ * LinkedIn: https://www.linkedin.com/in/bradley-kautenburg-3b674315a/

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On this episode of Destination on the Left, I talk with Chris Temple, Director of Communications at Visit Erie. Chris shares how Visit Erie has transformed its destination brand through an extensive research-driven process, positioning Erie as a four-season destination built around authentic experiences, outdoor recreation, and the lifestyle of the Great Lakes. We also discuss how strategic partnerships, community engagement, and thoughtful destination development are helping Erie build momentum while creating lasting benefits for residents and visitors alike.

What You Will Learn in This Episode: * How Visit Erie approached a research-based destination rebrand that aligned with visitor expectations and community assets * Why authentic storytelling and a clearly defined brand voice help destinations stand out in a competitive marketplace * How Visit Erie creatively responded to the challenges of the pandemic by supporting local businesses and launching Erie Restaurant Week * What major Bayfront redevelopment projects mean for Erie's future as a visitor destination and community gathering place * How collaboration with other destination organizations strengthens media relations, marketing efforts, and shared success * Why engaging local residents and content creators has become an important part of modern destination marketing * How destination organizations continue to evolve by balancing visitor attraction with community quality of life

Building a Brand That Reflects the Good Life Rather than simply creating a new logo or tagline, Visit Erie invested eighteen months in a comprehensive branding process grounded in research, stakeholder engagement, and visitor insights. Chris explains how the organization evaluated its existing positioning, identified its strongest assets, and developed messaging that reflects both the experiences travelers seek and the authentic character of the destination.

The result is the "Good Life, Great Lake" brand, which captures Erie's unique identity as a place where visitors can slow down, reconnect with nature, and experience the rhythm of life along Lake Erie. Chris shares how developing a consistent brand voice has helped Visit Erie focus on what truly differentiates the destination instead of trying to appeal to everyone.

Turning Challenges into Lasting Opportunities Like destinations across the country, Visit Erie faced unprecedented challenges during the COVID-19 pandemic. Chris reflects on how the organization quickly shifted its focus from attracting visitors to supporting local tourism businesses and encouraging residents to reconnect with the outdoor experiences available in their own backyard.

One of the most successful initiatives to emerge from that difficult period was Erie Restaurant Week. What began as a creative response to support local restaurants during a challenging time has grown into a signature annual event that continues to expand each year. Chris shares how moments of adversity can become catalysts for innovation when organizations remain focused on serving both their partners and their communities.

Collaboration as the Foundation for Destination Growth Throughout the conversation, Chris emphasizes that destination success is built through collaboration. From Visit Erie's long-standing involvement with the Mid-Atlantic Tourism Public Relations Alliance to partnerships that connect multiple destinations along travelers' journeys, he demonstrates how collaboration creates stronger visitor experiences while helping destinations learn from one another.

Chris also discusses how Visit Erie's role within the community continues to evolve. New initiatives like the Local Creator Program invite residents to help tell Erie's story through their own perspectives, creating authentic content that resonates with both visitors and locals. Combined with the ongoing transformation of Erie's Bayfront, these efforts illustrate how destination organizations can strengthen community pride while building sustainable tourism for the future.

Resources: * Website: VisitErie.com * LinkedIn: https://www.linkedin.com/in/christine-temple-47223b7/

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On this episode of Destination on the Left, I talk with Lauren Bennett McGinty, Executive Director of Explore Minnesota. Lauren shares how Minnesota has evolved its destination marketing strategy beyond traditional tourism promotion to focus on storytelling, quality of life, and reputation leadership. We discuss the development of the state's Star of the North brand, how Explore Minnesota responded to unexpected national attention with authenticity and compassion, and why collaboration across agencies, industries, and communities is shaping a stronger future for tourism. Lauren also shares practical leadership lessons for navigating challenging moments while keeping people, partnerships, and purpose at the center of the work.

What You Will Learn in This Episode: * How Explore Minnesota developed the Star of the North brand to tell a more authentic and enduring story * Why storytelling rooted in real visitor and resident experiences creates stronger destination marketing * How tourism leaders can respond thoughtfully when unexpected events place their destination in the national spotlight * Why taking care of your team first is an essential leadership strategy during times of crisis * How collaboration across government agencies and industry partners is strengthening Minnesota's tourism economy * What Minnesota's innovative Outdoor Recreation Industry Partnership can teach other destinations about cross-sector collaboration * How destination organizations continue to evolve beyond marketing into leadership, stewardship, and community building

Building a Destination Brand That Reflects Authentic Experiences As competition for visitors continues to grow, Lauren explains that creativity alone isn't enough. Successful destination marketing begins with understanding what makes a place genuinely unique and finding authentic ways to share those stories. Explore Minnesota's Star of the North brand was designed to showcase not only the state's tourism experiences, but also its quality of life, outdoor recreation opportunities, business climate, and future growth.

Rather than relying on traditional tourism advertising, Lauren shares how her team invited first-time visitors and newer residents to experience Minnesota and tell their own stories. Their genuine reactions, combined with thoughtfully designed itineraries, created marketing that feels relatable, trustworthy, and deeply authentic. The result is a brand that highlights the unexpected moments visitors discover while giving residents a story they are proud to share.

Leading Through Uncertainty with Compassion and Purpose Lauren offers an honest look at how Explore Minnesota responded when the state unexpectedly became the focus of national headlines. Rather than reacting immediately with marketing campaigns, she explains why the first priority was ensuring her team and industry partners had the support they needed before developing a broader response.

That people-first philosophy shaped the "Come Visit Your Neighbors" campaign, which focused on Minnesota's welcoming spirit and strong sense of community. Lauren shares practical leadership advice for destination organizations facing unexpected challenges, including understanding your organization's role, strengthening partnerships, listening carefully to stakeholders, and communicating with authenticity rather than urgency. The conversation highlights how destination organizations can help strengthen community confidence while remaining true to their mission.

Expanding the Role of Destination Leadership Throughout the conversation, Lauren illustrates how destination organizations are increasingly serving as connectors, conveners, and community advocates. Beyond promoting travel, Explore Minnesota now supports initiatives focused on resident attraction, business development, film production, and outdoor recreation, recognizing that all of these efforts contribute to the state's overall reputation and economic vitality.

Lauren also discusses Minnesota's Outdoor Recreation Industry Partnership, an innovative collaboration that brings together multiple state agencies to support the state's outdoor recreation economy. By connecting government resources with industry stakeholders, the partnership has become a model for other states seeking to strengthen collaboration, grow outdoor recreation, and create long-term economic opportunity. It's a powerful example of how destination leadership continues to evolve through partnerships, shared purpose, and a commitment to serving both visitors and residents.

Resources: * Website: https://www.exploreminnesota.com * LinkedIn: https://www.linkedin.com/in/laurenbennettmcginty/

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On this episode of Destination on the Left, I talk with Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau. Julie shares her journey from the cruise and hotel industries to leading one of the world's most iconic destination brands. We explore how Beverly Hills continues to evolve while staying true to its legacy, the challenges and opportunities of marketing a globally recognized destination, and the importance of collaboration, innovation, and destination stewardship. Julie also discusses how Beverly Hills is redefining luxury for the next generation of travelers and preparing for a future shaped by major global events, changing consumer expectations, and increased competition.

What You Will Learn in This Episode: * How Beverly Hills is redefining luxury through a philosophy of customizable experiences * Why managing a legacy destination brand requires both innovation and perception management * How creative campaigns and emerging technologies help Beverly Hills connect with new audiences * What lessons destination leaders can learn from Beverly Hills' approach to crisis response and resilience * How collaboration across hotels, government, tourism organizations, and businesses strengthens destination success * Why protecting and differentiating a destination brand has become increasingly important in a crowded marketplace * How Beverly Hills is leveraging major sporting events and global tourism opportunities to build long-term awareness and economic impact

Redefining Luxury for a New Generation As one of the most recognizable destination brands in the world, Beverly Hills enjoys extraordinary global awareness. Yet Julie explains that brand recognition alone is not enough. One of the CVB's most important responsibilities is challenging outdated perceptions and ensuring the destination remains relevant to future generations of travelers.

Rather than focusing solely on exclusivity, Beverly Hills has embraced the concept of customizable luxury. Whether visitors are seeking a family-friendly getaway, a wellness-focused retreat, a boutique hotel experience, or a once-in-a-lifetime luxury vacation, the destination offers a wide range of experiences that allow travelers to define luxury on their own terms. Julie shares how this flexibility has become a key differentiator in an increasingly competitive tourism landscape.

Creativity, Innovation, and Building Brand Relevance Maintaining relevance for a legacy brand requires a willingness to experiment. Julie discusses how Beverly Hills has embraced innovative storytelling and emerging technology to engage new audiences. One example is the destination's creative "Imagine" campaign, which combined AI-generated artistic concepts with real-world experiences to showcase Beverly Hills as a place where imagination and aspiration intersect.

Throughout the conversation, Julie emphasizes that innovation is not simply about adopting new tools. It is about finding fresh ways to communicate a destination's unique value while staying true to its core identity. Whether through partnerships with content creators, experiential campaigns, or new marketing channels, Beverly Hills continues to evolve its messaging to resonate with the next generation of luxury travelers.

Collaboration, Stewardship, and Preparing for the Future A recurring theme throughout our discussion is the power of collaboration. Julie shares examples of how hotels, city leaders, tourism partners, and neighboring destinations work together to strengthen Beverly Hills' position while supporting broader regional goals. From crisis-response initiatives during COVID-19 and wildfire recovery efforts to international sales missions and cooperative marketing programs, these partnerships demonstrate the value of what I often call coopetition.

Julie also discusses how Beverly Hills is preparing for a wave of major global sporting events, including the FIFA World Cup and the Olympic Games. Rather than focusing solely on hotel occupancy, the destination is creating opportunities to build long-term brand awareness, drive visitor spending throughout the city, and reinforce Beverly Hills' position as a world-class destination. Through strategic partnerships, thoughtful stewardship, and a commitment to protecting the integrity of its brand, Beverly Hills continues to balance its celebrated legacy with a forward-looking vision for the future.

Resources: * Website: https://lovebeverlyhills.com/about * LinkedIn: https://www.linkedin.com/in/julie-wagner-cdme-a5147210/

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On this episode of Destination on the Left, I talk with Shelly Hartfield, Vice President of Destinations for Victory Cruise Lines. Shelly shares how her passion for destinations evolved from a career in maritime operations into a role focused on creating meaningful connections between travelers and communities throughout the Great Lakes, St. Lawrence Seaway, Atlantic Canada, and the U.S. East Coast. We explore the power of collaboration in cruise tourism, how unexpected challenges often lead to remarkable guest experiences, and why destination stewardship, community partnerships, and strategic planning are at the heart of successful cruise itineraries.

What You Will Learn in This Episode: * How Shelly's career journey led her to become a champion for destination-focused cruise experiences * Why Victory Cruise Lines views destinations as communities rather than simply ports of call * How understanding traveler motivations helps create more meaningful and memorable experiences * What cruise operators can learn from unexpected disruptions and the opportunities they create * How collaboration between cruise lines, ports, and destinations benefits entire communities * Why destination discovery often requires getting off the beaten path and experiencing places firsthand * How sustainability initiatives can simultaneously improve visitor experiences and support local economies

Viewing Destinations Through a Community Lens Shelly believes the difference between a city and a destination lies in its people, culture, and stories. At Victory Cruise Lines, this perspective shapes how itineraries are developed and how experiences are curated for guests. Rather than simply bringing travelers to a port, the goal is to connect them with the character of a place and the people who call it home.

This philosophy aligns closely with the interests of Victory's guests, many of whom are experienced travelers seeking authentic cultural experiences, local history, and meaningful interactions. Shelly shares how these travelers often seek out conversations with residents and appreciate opportunities to learn about communities beyond the typical visitor experience. By focusing on these connections, cruise travel becomes a gateway to deeper destination discovery.

When Necessity Becomes Innovation Tourism is filled with variables that cannot be controlled, and cruising is no exception. Weather events, changing water levels, and unexpected operational challenges can quickly require an itinerary to change course. Shelly explains that success in these moments depends on preparation, transparency, and a culture of collaboration across the organization.

She shares memorable examples where last-minute changes resulted in unexpected guest favorites. What began as logistical challenges became opportunities to introduce travelers to communities and experiences that were never originally planned. These moments reinforced an important lesson: flexibility and creative problem-solving often reveal hidden gems that might otherwise go undiscovered. Through proactive communication and contingency planning, challenges become opportunities to create unique and memorable experiences for guests.

Collaboration as a Driver of Destination Success One of Shelly's strongest beliefs is that collaboration and competition can coexist. Cruise lines may compete for guests, but they share a common interest in supporting the destinations they visit. Whether coordinating schedules to share limited dock space or working together to advocate for infrastructure improvements, collaboration creates benefits that extend beyond any single company.

Shelly also discusses how destination partnerships contribute to sustainability and long-term economic development. From encouraging repeat visitation to exploring alternatives to printed materials through digital solutions, she sees opportunities for destinations and cruise operators to work together in ways that improve the visitor experience while reducing waste and increasing measurable impact.

Ultimately, Shelly views every cruise itinerary as a collection of stories. Each destination contributes a chapter, and every community plays a role in shaping the traveler's experience. Through thoughtful partnerships, strategic planning, and a commitment to showcasing authentic places and people, cruise tourism can become a powerful catalyst for community growth and destination stewardship.

Resources: * Website: http://www.victorycruiselines.com/ * LinkedIn Personal: https://www.linkedin.com/in/shelly-hartfield-1330b919/ * LinkedIn Business: https://www.linkedin.com/company/victorycruiselines/

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On this episode of Destination on the Left, I talk with John Franklin Rinehart, founder of Austin Film Crew. We talk in depth about his latest project in Gonzalez, Texas, and the Texas Legacy in Lights project, a full-scale live-action film projected onto the Gonzalez Memorial Museum. With the film, John is helping the community prepare for future visitors by developing new branding and digital assets that reflect the community.

What You Will Learn in This Episode: * How John moved from a career in music to becoming a leader in experiential storytelling * How thinking differently can create breakthroughs for small destinations * What inspired the Texas Legacy and Lights project in Gonzalez, Texas, and how live-action projection mapping was used to tell a unique local story * How John and his team rebuilt Gonzalez's tourism platform after the city lost its website, and what went into creating digital assets for community branding * Why translating tourism websites into dozens of languages creates new opportunities to attract international visitors, even for small towns * How leadership, vision, and empowering local talent can transform ordinary community assets into extraordinary tourism attractions * Lessons John has learned about overcoming skepticism and inspiring communities to believe in bold, world-class projects

Challenging the Status Quo in Tourism Marketing Tourism marketing often feels like a tightly-packed field, but John believes the space is less competitive than it is stale. Many marketers follow in others' footsteps, replicating strategies instead of innovating.

Real breakthrough requires a willingness to "break your brain a little bit"—to stop asking what everyone else is doing and start challenging your own assumptions. The key is to create something so unique that people and the media cannot help but take notice. If no one is willing to write about your idea or pay attention to it, then it's not bold enough to rise above the noise.

The Texas Legacy in Lights Project Gonzalez, Texas, is steeped in history, forever linked to the "Come and Take It" flag and the beginning of the Texas Revolution. But its story has long been overshadowed by the likes of the Alamo. The city's challenge is to tell its tale in a way that stands out not just locally, but on the global stage.

Enter Texas Legacy in Lights: a full-scale, live-action film projected using cutting-edge 3D mapping technology onto the city's Memorial Museum. John and his team tackled the much harder task of using live-action film to bring history to life right on the building's facade. The project required extensive technical, creative, and engineering skill, from building accurate period costumes and sets to installing a sound system that's immersive within the venue but virtually silent outside, because of the residential community nearby.

Rethinking the Ordinary Tourism Website Tourism starts online, but most tourism websites are mere directories meant for visitors who have already chosen their destination. John's challenge is to ignite aspiration and connection long before travelers decide to visit.

Gonzalez's new digital hub goes well beyond the norm: it features content in 50 languages, each tailored and not just run through Google Translate. The site provides unique guides for different cultures, practical tips for international visitors (like where to buy good bread or how to navigate transportation-less Texas), and locally-flavored stories that spark emotion and imagination. This strategic move recognizes overlooked audience segments searching the web, making Gonzalez visible to the world and accessible in unprecedented ways.

Resources: * Website: https://www.austinfilmcrew.com/

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On this episode of Destination on the Left, I talk with Jennifer Adams, Director of Tourism, and Alex Fogg, Natural Resources Chief, to find out how the destination's innovative Coastal and Natural Resources team is setting Destin Fort Walton Beach apart, transforming environmental challenges into tourism opportunities. You'll hear how an invasive species, the lionfish, became both a tourism driver and an annual event, and how the region has evolved into a family destination through free outdoor adventure programs for kids and teens. Jennifer and Alex also share the inside story of the creation of what will be the world's largest artificial reef, using the repurposed SS United States ocean liner, positioning the area as an international diving hotspot.

What You Will Learn in This Episode: * Why Destin Fort Walton Beach has established a Coastal and Natural Resources team * How a challenge with the invasive lionfish species became a key tourism driver for the region * How the destination's free Little Adventures program engages kids and families with hands-on outdoor experiences * How the team created and rapidly expanded a program offering free outdoor classes, resulting in 700 sessions and serving over 4,000 kids in a year * Why the artificial reef project, featuring the SS United States ocean liner, will make the area an internationally recognized dive destination * Collaborations and strategic partnerships that have fueled product development and positioned Destin Fort Walton Beach for year-round tourism * Lessons Jennifer and Alex have learned about turning ecological challenges into memorable and marketable visitor experiences

Expanding Beyond Traditional Tourism Marketing Historically recognized for its crystal-clear waters and white sand beaches, Destin Fort Walton Beach has long attracted vacationers seeking a quintessential Florida getaway. But as the tourism market grew more competitive, especially against all-inclusive options like cruise vacations, Jennifer Adams realized something had to change.

This insight spurred the creation of a coastal and natural resources team, making their tourism office one of the few in the U.S. with in-house marine and forestry biologists, aimed at protecting and enhancing the very environment that draws visitors.

Free Outdoor Classes Fueling Family Connection One of the standout programs redefining the visitor experience is the Little Adventures initiative. Recognizing statistics that highlight children's lack of outdoor engagement, Jennifer and her team built a brand promise: "get kids outside on the water to give their adventure side room to grow".

Through this program, local experts, including fishing guides, dive instructors, and even astronomers, offer free hands-on classes to vacationing families. What began with 70 sessions in 2021 exploded to over 700 in a single season, reaching more than 4,000 kids. This investment brought significant returns for the community, circulating an estimated $4 million back into the local economy, while giving families a broader, authentic experience that's hard to replicate elsewhere.

Partnership, Collaboration, and Global Reach Collaboration is foundational to every initiative. Regionally, Destin Fort Walton Beach works closely with seven other Florida Panhandle counties via the Northwest Florida Tourism Council, pooling resources for international marketing and product development. Partners like Yamaha and the Woods Hole Oceanographic Institute have also joined artificial reef efforts, while the "Ask a Scout" feature on the destination's website connects incoming families with local moms to provide real, trusted advice.

"We all work collectively," Jennifer emphasizes, ensuring that local character, environmental strength, and visitor experiences remain connected.

Resources: * Website: https://www.destinfwb.com/

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On this episode of Destination on the Left, I talk with Michael Herrmann, President and Founder of Tour Connect AI. Michael shares how operating a bike rental company in Sydney, Australia, led him to develop a technology to help DMCs become more efficient. You'll hear why Michael believes AI won't replace the human touch in tourism, it will amplify creativity, improve collaboration, and drastically improve efficiency.

What You Will Learn in This Episode: * How Michael transitioned from a technology consultant to founding a bike tour company in Australia, then creating Tour Connect AI * Why understanding regional differences and customer behaviors is critical when adapting across global tourism markets * How using AI allows tour operators to focus more on human-centric tasks, such as building relationships * Why rapid response to itinerary requests significantly increases booking conversion rates * How AI-driven collaboration supports efficiency and customer experience * How Tour Connect uses AI integration to build better customization * Why AI in tourism is set to democratize advanced technology for organizations of all sizes

From Hands-On to Digital Solutions Michael began his career as a technology consultant with Ernst and Young, but a leap to starting a bicycle tour company in Sydney, Australia, opened his eyes to the complexities of tourism operations. His American roots and European business model faced unique challenges in the Australian market, though travelers stayed longer and booking patterns were drastically different. This experience exposed Michael to the inefficiencies in the travel industry, especially for DMCs and inbound tour operators who juggle thousands of suppliers and use outdated processes.

These operational bottlenecks, combined with the travel industry's dependence on static annual contracts, paper forms, and institutional knowledge, inspired Michael to found Tour Connect, which aims to streamline collaboration through technology and, eventually, AI.

Breaking Down AI-Powered Itinerary Building The industry conversation about AI usually focuses on generic tools like ChatGPT. Michael stresses that genuine transformation only comes from integrating AI into the actual business environment. Tour Connect's approach uses a company's real supplier contracts, negotiated rates, and established relationships. By tapping into existing booking systems, AI can pull all necessary information—dates, guest counts, preferences, allergies—and compose an accurate, bookable itinerary with remarkable speed and consistency.

Collaboration and Speed Speed isn't just a matter of convenience, it's a key driver of conversion. Failing to respond to a group itinerary request within 24 hours can result in a devastating 40% drop in the likelihood of booking. With travelers often sending concurrent requests to operators in various destinations, it's the fastest, most polished reply that captures their imagination first, building anticipation and attachment to a particular place.

AI-powered workflow automation enables faster supplier confirmations, quote turnarounds, and itinerary delivery, helping teams to focus on relationship-building rather than firefighting.

Resources: * Website: www.tourconnect.ai * LinkedIn Personal: https://www.linkedin.com/in/michael-herrmann-768ab6/ * LinkedIn Business: https://www.linkedin.com/company/tourconnect-llc/

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On this episode of Destination on the Left, I talk with Jason Bullock, Founder of Bodhisys and owner of Carolina Rides, about how delivering excellent customer service depends on systems and processes that support the many moving parts of reservations, inventory, and deliveries. He shares why he developed Bodhisys, a reservation management system tailored for the unique needs of rental businesses, optimizing everything from inventory management to delivery efficiency. Listen in as we discuss the importance of streamlined operations in creating exceptional customer experiences and fostering industry collaboration.

What You Will Learn in This Episode: * How Jason transitioned from a background in logistics and packaging to owning and operating multiple vacation rental and bike businesses * Why customer service and efficient logistics are crucial for success in the rental industry * Challenges Jason faced with existing reservation and booking platforms, and how this led to the creation of Bodhisys * How Bodhisys uses technology to streamline inventory, delivery logistics, and communications, to provide a better customer experience * Why seasonal pricing and adaptability in operations are important * How Jason is partnering with competitors through technology and shared platforms to uplift the industry as a whole * What impact technology-driven efficiencies have on customer satisfaction, repeat business, and overall profitability in the rental space

The Art and Logistics of Rentals When most people think of the travel industry, glamorous destinations and dazzling activities come to mind. But Jason's world is more about the nitty-gritty of inventory management, deliveries, and keeping up with vacationers' evolving needs. His business delivers thousands of bikes and equipment items to vacationers at resorts and private rentals in the Hilton Head and Charleston areas. COVID-19 only magnified these challenges, as business whiplashed from 4% to 140% of historical sales within a week—forcing immediate innovation to keep up with demand and ensure guests received what they needed, when and where they needed it.

The Birth of Bodhisys As business boomed, so did complaints—especially from frustrated guests who had trouble finding their rentals amid the sea of bikes and equipment. Seeing that traditional booking software wasn't designed for the logistics-heavy rental of "stuff," Jason was motivated by dissatisfied customers and exhausted employees to build a smarter system.

The solution was building Bodhisys, a reservation management system purpose-built for logistics, inventory, and delivery—as opposed to the "activity first" platforms dominating the market. With features like photo geolocation of delivered items, automated customer messaging, and dynamic inventory management.

Systems = Better Business, Better Experiences While the technology behind Bodhisys is robust, its true value lies in the ripple effect it creates for business owners and travelers alike. With real-time communications, automated reminders, and demand prediction, operators can plan staffing, adjust inventory, and meet seasonal swings without being blindsided.

Importantly, these changes aren't just about operational ease, they have an impact on customer satisfaction. Similar to Amazon's familiar delivery notifications, Bodhisys provides travelers with the same transparency and reliability during their vacations. Which, in turn, leads to happier guests, less on-site confusion, and more repeat business.

Resources: * Website: https://bodhisys.com/ * LinkedIn Personal: https://www.linkedin.com/in/jasonbullock/ * LinkedIn Business: https://www.linkedin.com/company/bodhisys/

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On this episode of Destination on the Left, I talk with Rhonda Carges, Executive Vice President at TAP, and Jordan Herson, Travel Trade Account Manager at TAP. Together, they share an inside look at the travel trade segment of the tourism industry and explore how destinations can build meaningful relationships with tour operators, meeting planners, media, and buyers. From trade show strategy and FAM tour planning to stakeholder education and long-term relationship building, Rhonda and Jordan discuss how thoughtful collaboration and integrated planning can help destinations create sustainable growth opportunities and stronger industry partnerships.

What You Will Learn in This Episode: * What travel trade includes and why it plays such a critical role in tourism marketing * How destinations can build integrated travel trade strategies that align stakeholders and partners * Why relationship building and intentional communication are essential for successful trade show activations * How FAM tours help destinations create stronger buyer engagement and measurable results * What destinations should consider when vetting buyers and planning trade trade outreach * How education supports stronger collaboration between destinations, attractions, and travel professionals * Why travel trade should be viewed as a long-term investment rather than a short sales cycle

Understanding the Power of Travel Trade Rhonda and Jordan explain that travel trade represents the business-to-business side of tourism, connecting destinations with tour operators, meeting planners, event organizers, and other professionals who sell travel experiences to consumers. While leisure marketing often receives the spotlight, travel trade creates an important pathway for destinations to reach new audiences, including international travelers and organized group markets that may otherwise be difficult to access. The conversation highlights how integrated travel trade strategies require strong communication, clear priorities, and collaboration across partners and stakeholders. For statewide tourism organizations like New York State Division of Tourism, this means coordinating efforts across regions while helping destinations stand out through targeted messaging, relationship building, and strategic engagement opportunities.

Creating Meaningful Connections Through Trade Shows and FAM Tours Trade shows remain one of the most valuable opportunities for building long-term industry relationships. Jordan shares how successful trade show activations begin with careful planning, buyer vetting, and alignment around goals, while Rhonda emphasizes the importance of using these events to strengthen authentic human connections across the industry. They also explore the role of FAM tours in helping buyers and media experience destinations firsthand. Jordan explains TAP's approach to FAM planning, and Rhonda adds that FAM tours often provide some of the clearest opportunities for measuring success because destinations can more easily track resulting coverage, itineraries, and future bookings.

Education, Collaboration, and the Long-Term Value of Travel Trade Throughout the episode, Rhonda and Jordan return to the importance of education within the travel trade ecosystem. They discuss how destinations must educate not only buyers, but also their own stakeholders and partners about what it means to be "group ready," from accessibility and logistics to creating experiences that work for group travelers. The conversation also reinforces that travel trade is a long-term investment built on trust, consistency, and ongoing communication. Whether attending trade shows, hosting FAM tours, or participating in industry education, destinations that stay engaged and intentional are better positioned to build lasting partnerships and future visitation. Rhonda and Jordan share how follow-up, collaboration, and relationship management often become the deciding factors in turning industry connections into meaningful business opportunities over time.

Resources: * Website: https://travelalliancepartnership.com/

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On this episode of Destination on the Left, I talk with Kathleen Hall and Melanie Marsell, founders of Dive the Americas and Explore the Americas. Kathleen, who has called Costa Rica home for over a decade, and Melanie, who has roots in both the US and Central America, share the journeys of creating two innovative travel brands: Dive the Americas and Explore the Americas. We discuss how they're reshaping tourism by supporting local communities, collaborating with other travel professionals, and providing personalized guidance that helps travelers feel confident venturing into unfamiliar destinations.

What You Will Learn in This Episode: * Why Kathleen and Melanie chose scuba diving as a specialty, and how their personal experiences inspired Dive the Americas * What sets their travel businesses apart in a crowded market, and how their deep regional expertise shapes their approach * How living in the region and understanding both U.S. and local cultures helps Kathleen and Melanie create authentic, meaningful travel experiences * Why saying no to misaligned business opportunities has been crucial in building companies that reflect their values * How collaboration with other travel professionals and agents has fueled their growth and led to innovative new programs * Steps Kathleen and Melanie are taking to promote responsible tourism and sustainability

The Birth of Dive the Americas and Explore the Americas As novice divers, Kathleen and Melanie were struck by the lack of resources for beginner divers looking for immersive travel experiences in Latin America. The gaps they encountered while planning their own trips, from unreliable pickups to scarce destination information for divers, sparked the creation of Dive the Americas. They want to curate seamless, welcoming dive experiences and bridge the divide between underwater adventure and cultural travel.

Standing Out by Putting People and Place First The competitive travel landscape makes standing out difficult, but Kathleen and Melanie credit their deep, lived local knowledge and passion for responsible tourism as their particular advantage. Their insider perspective lets them put together what both travelers and local communities need, ensuring sustainable, enriching exchanges for everyone.

They stress the importance of supporting the economic well-being of local people, highlighting Costa Rica's leading role in renewable energy and commitment to responsible tourism as integral to every trip they design. This boots-on-the-ground dedication fuels deeply authentic, feel-good experiences for their guests, moving beyond just ticking off top attractions.

Education, Sustainability, and Expanding Horizons Their latest projects tackle overtourism and champion authentic, less-trafficked experiences. Through a curated collection of restaurants, local businesses, and guides, the new initiative aims to provide both travelers and agents with up-to-date resources that keep the essence of places like Costa Rica intact, while distributing tourism benefits more equitably. Melanie and Kathleen believe education is key for travelers, agents, and partners so that everyone can make better, more aware choices.

Resources: * Website: www.exploretheamericastravel.com * Instagram: https://www.instagram.com/exploretheamericastravel/

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On this episode of Destination on the Left, I talk with Rhys Martin, President of the Oklahoma Route 66 Association and Preserve Route 66 Manager for the National Trust for Historic Preservation. We explore the fascinating history and ongoing cultural impact of Route 66, and how this 2,448-mile linear village has driven economic growth and inspired travelers around the world for nearly a century. As Route 66 gears up for its Centennial Celebration, Rhys shares behind-the-scenes insights on managing a celebration of this magnitude, the creative events planned along the legendary highway, and how local and national organizations are working together to secure Route 66's legacy for future generations.

What You Will Learn in This Episode: * How Rhys became passionate about Route 66 and took on leadership roles in both local and national organizations dedicated to its preservation * Why Route 66 remains a powerful economic engine and cultural icon for communities * What makes the centennial celebration of Route 66 such a significant milestone * How planning such a widespread, multi-state centennial collaboration is managed * How communities along Route 66 have adapted to changes over time, reinventing themselves to stay vibrant and relevant after the highway was bypassed * Why increased communication and collaboration among state associations, local businesses, and international partners is crucial to ongoing success * What creative and large-scale events, like the Capitol Cruise and national caravans, are being organized to celebrate Route 66's 100th anniversary * How the Route 66 experience builds authentic connections between travelers, communities, and cultures

Cultural Legacy of Route 66 Route 66 is a linear village, a chain of communities bound together by shared history and mutual destiny. Its legacy is evident in the preservation of historic theaters, vintage motels, quirky museums, and neon-lit diners, all lovingly maintained by local volunteers and business owners committed to keeping the legend alive. Over time, especially as interstates bypassed many towns, Route 66 evolved, communities that once faced decline have reinvented themselves as hubs of nostalgia and culture.

Planning the Centennial With eight states and thousands of miles to coordinate, the Route 66 Centennial is a massive collaborative endeavor. Rhys shares how, since the 1980s, state Route 66 associations have formed a grassroots network, filling the organizational gap left when the federal designation was removed in 1985. These groups work together to create unified celebrations, coordinate marketing efforts, and share resources, exemplifying how communication and a shared purpose can overcome even vast geographical distances.

The centennial plans include an ambitious Capital Cruise in Tulsa, aiming for a Guinness World Record with over 3,000 classic cars, cross-country caravans, and international motorcycle tours. The centennial is as diverse and dynamic as the road itself.

Lessons in Partnership and Unity At the heart of Route 66's success is partnership, communication, and an ethos of shared benefit. What happens in Oklahoma brings value to New Mexico and Texas, and vice versa. The route becomes a metaphor for unity, proving that travel, when rooted in conversation and curiosity, can bridge differences and create genuine human connection.

Resources: * Website: https://oklahomaroute66.com/ * Website: https://route66centennial.org/ * Instagram: https://www.instagram.com/oklahomaroute66 * YouTube: https://www.youtube.com/channel/UCj-jbzQdNt4g2eqSIqTG2mQ

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On this episode of Destination on the Left, I talk with Astrid Jirka, Director of Tourism Initiatives at Discover Cayuga Lake. We discuss the difference between sustainable tourism and ecotourism, and Astrid shares more about the evolution of Discover Cayuga Lake from a community-focused organization into a tourism attraction. We also discuss the importance of being intentional and authentic in your messaging about your sustainable tourism goals and initiatives.

What You Will Learn in This Episode: * How Astrid's professional journey, from international travel to study abroad initiatives, shaped her passion for sustainable tourism * What distinguishes ecotourism from broader sustainable tourism practices * How Discover Cayuga Lake evolved from a community-focused educational organization into an attraction that prioritizes local access and environmental education * What strategies Astrid and her team use to ensure that tourism revenue directly benefits the local community * Why being intentional and authentic is essential when communicating sustainable tourism initiatives, and what pitfalls to avoid in messaging * How Discover Cayuga Lake is planning for a greener future by using electric boats to minimize environmental impact * The advice Astrid offers to travelers and tourism operators on making conscious, community-focused, and sustainable choices

From the Community Inward Many tourism attractions begin as external draws, building a product to entice outsiders and then, maybe, finding ways to circle back and benefit locals. Discover Cayuga Lake's origin story stands this model on its head. As Astrid explains, the nonprofit was founded as more than a cruise operator, it's a mission-driven initiative to connect residents with the natural wonder of Cayuga Lake and its surroundings.

The organization started with local summer camp programming and environmental education for children, long before tourism was a central focus. This community-first approach shines through ongoing educational initiatives like the Floating Classroom, which brings local schoolchildren onto the lake to experience and understand watershed ecology, often for the first time.

Turning Tourism Dollars Into Community and Conservation Wins A defining feature of Discover Cayuga Lake's business model is its use of earned tourism revenue to underwrite community access and environmental education. Tourists pay for enjoyable and informative cruises, then their dollars directly fund opportunities for local kids and support for the broader community.

This integrated revenue model is possible and effective precisely because the organization operates as a nonprofit and is rooted in local partnerships and grant support. "We take that revenue, and we turn it over for community benefits and also to help essentially take care of the natural environment, which is the ultimate goal," says Astrid.

Authentic Leadership in Destination Stewardship We also discuss the necessity of authenticity and intentionality, and building programs that genuinely support locals, communicate meaningfully with visitors, and ensure that sustainability isn't just a surface-level message, but something deeply woven into every aspect of the organization.

Resources: * Discover Cayuga Lake * Astrid Jirka on LinkedIn

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On this episode of Destination on the Left, I talk with Amir Eylon, CEO of Longwoods International; Debra Ross, author of "The Eclipse Effect" and founder of Kids Out and About; Jean Mackay, Deputy Director of the Erie Canalway National Heritage Corridor; and Jennifer Miller, Domestic Tourism Manager for Visit Detroit. Our discussion is all about how events and major milestones, from sporting events and festivals to milestone anniversaries, can become catalysts for future tourism growth and regional transformation.

The panel shares their perspectives on the importance of preparation, partnerships, and long-term thinking, and you'll hear some practical strategies for maximizing the economic impact and future opportunities that come with hosting special events, no matter the size of your organization or your budget.

What You Will Learn in This Episode: * How communities can strategically use major events and milestones as catalysts for economic development and future tourism growth * Why early preparation and diverse partnerships are critical to successful event planning * What recent research from Longwoods International reveals about American travelers' interest in events like America 250, FIFA World Cup, and the Route 66 Centennial * How organizations have expanded their reach and strengthened community identity by leveraging large-scale events * Why building partnerships creates lasting benefits that extend far beyond the event itself * How event-driven connections foster long-term collaboration and resilience within communities * Practical strategies panelists recommend for marketing events, engaging stakeholders, and sustaining the momentum for future opportunities

The Power of Preparation One recurring theme across the panel was the vital importance of preparation. Debra Ross, who spearheaded Rochester's Eclipse Task Force explains that the most successful community events begin years in advance—sometimes long enough that people question your sanity! Preparation isn't just about logistics. It's about building community cohesion, nurturing enthusiastic leadership, and forging trust among diverse stakeholders. Healthy, resilient communities pull together early, overcoming skepticism, and allow space for a diverse range of voices and ideas. This diversity not only fuels creativity but also ensures that the event, and the connections it forges, resonate widely and last well beyond a single day.

Events as Economic Engines Events have dramatic potential to spark economic growth, but the benefits often extend far past the event itself. Jean Mackay shared how the Erie Canalway National Heritage Corridor's bicentennial celebration was an investment in the region's future. Research revealed that events generate close to a billion dollars in annual economic activity along the canal. Armed with this knowledge, the Corridor's leadership expanded event sponsorship and created a marketing toolkit that united diverse partners under a single, cohesive brand.

Similarly, Jennifer Miller details how Detroit has used sporting events—from the Super Bowl to the NFL Draft—to redefine its narrative as a vibrant, thriving city. Major events attracted international media, generated significant direct spending, and opened doors for future meetings, conventions, and leisure tourism, including bringing 775,000 people for the NFL Draft and more than $213 million in economic impact.

Building and Sustaining Partnerships The secret sauce to transformative events lies in partnership. Whether through building a local host committee (a model started by Detroit and adopted by major sporting events nationwide) or cross-sector collaborations, successful organizers emphasize inclusivity and empowerment. Empowering organizations to run with the baton rather than wait for someone else to lead amplifies the reach and relevance of milestone events.

These connections aren't just temporary. Debra shares how networks forged through eclipse planning served her community during a subsequent ice storm emergency, emphasizing the long-term value of partnerships. The American Astronomical Society's National Eclipse Task Force, for example, expanded their partnerships beyond scientists to include tourism, the arts, and transportation, strengthening future capacity and cross-pollination.

Resources: * Website: https://travelalliancepartnership.com/ * https://travelalliancepartnership.com/events/events-major-milestones-community-conversation/

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On this episode of Destination on the Left, I talk with Jalsa Urubshurow, CEO and Founder of Nomadic Expeditions. Jalsa shares the story of how he co-founded one of Mongolia's most significant cultural events, the Golden Eagle Festival, held annually in the country's remote West. Drawing on his background as the child of Mongolian refugees and his decades of experience bridging entrepreneurship and heritage, Jalsa shares firsthand stories about partnering with local communities and creating initiatives that drive economic growth while protecting Mongolia's unique natural and cultural assets.

What You Will Learn in This Episode: * How Jalsa pioneered luxury adventure travel to Mongolia and developed Nomadic Expeditions as a catalyst for sustainable tourism * How tourism builds community empowerment and cultural preservation in Mongolia * What inspired the revitalization of the Golden Eagle Festival, transforming a dying tradition into a thriving cultural event * How sustainable tourism practices are woven into every aspect of the guest's business, including conservation, guide training, and eco-conscious hospitality * How local partnerships support Mongolian culture, economy, and educational initiatives * What challenges and opportunities exist for tourism infrastructure in Mongolia, and how access impacts the growth of the industry * How Jalsa's deep-rooted passion and commitment to authenticity guide his leadership and vision for responsible travel

Pioneering Luxury Adventure and Cultural Revival By the early 1990s, as Mongolia emerged from seven decades of Soviet influence, Jalsa was invited to play a pivotal role in reimagining the nation's future. Tasked by Mongolia's first democratically elected Prime Minister to advise on tourism, he saw an opportunity to chart a new course that blended economic progress with the revitalization of Mongolian heritage.

Jalsa founded Nomadic Expeditions in 1992, and unlike operators who prioritized mass-market tourism, Jalsa focused on high-value, low-impact travel experiences. His approach was to bring discerning travelers, scientists, and educational groups to Mongolia, sharing the country's pristine wilderness and nomadic culture. Collaborations with institutions like Harvard, Stanford, and the American Museum of Natural History emphasize the importance of education, research, and immersive connection.

Saving a Vanishing Tradition with the Golden Eagle Festival One of Jalsa's most popular initiatives is the Golden Eagle Festival, co-founded in 1999 in Western Mongolia's Bayan-Ölgii province. Here, the art of eagle hunting, a 2,000-year-old Kazakh tradition, was on the brink of extinction, with fewer than 20 practicing families remaining. Through the festival, Jalsa and local partners sought not just to encourage tourism, but to spark a cultural renaissance.

The result exceeded all expectations, and today, over 300 eagle hunter families participate, with a new generation of practitioners, many under 30, including remarkable young women, restoring pride and purpose to a once-fading heritage. Now recognized by UNESCO as an intangible cultural treasure and featured on Time magazine's World's Greatest Places list, the festival shows how sustainable tourism can simultaneously drive economic growth and revitalize events of cultural importance.

Championing Community-Driven Tourism Jalsa is all about empowering local ownership and pride. Local guides are "culture bearers," not mere tour operators, sharing traditions learned as children. Investments in musical schools, architectural authenticity, and capacity-building ensure communities shape their future and reap tourism's rewards. Ultimately, as Jalsa says, the best advertising and promotion we can do is word of mouth and personal referral.

Resources: * Website: https://www.nomadicexpeditions.com/ * LinkedIn Personal: https://www.linkedin.com/in/jalsa-urubshurow-a65ba046/ * LinkedIn Business: https://www.linkedin.com/company/nomadic-expeditions-inc-/

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On this episode of Destination on the Left, I talk with Debra Ross, author, community engagement advocate, and entrepreneur. We talk about her recent book, The Eclipse Effect: How to Seize Extraordinary Moments to Build Strong Communities, and how it was inspired by planning for the 2024 total solar eclipse. Drawing from her experience planning for the 2024 total solar eclipse and spearheading community engagement initiatives. Debra also shares her practical strategies for turning extraordinary events into lasting networks.

What You Will Learn in This Episode: * How Debra transitioned from a marketing technology background to becoming involved in the travel industry * Why major catalysts have the power to bring communities together and create networks * The principles Debra has identified for building strong communities * How defining success up front and celebrating milestones can lead to lasting impact beyond a single event * Why diversity in community groups is essential for effective network creation * Strategies Debra recommends for building social capital through deliberate introductions and curiosity * How ordinary people can step into leadership roles and inspire others within their communities

Leadership, Connection, and Diversity Debra discusses why leadership in the context of connection is profoundly anti-authoritarian. Leaders aren't dictating directions, they're connecting people of varying backgrounds, interests, and skills, deliberately bridging gaps to foster collective action.

The magic happens when we bridge social capital intentionally by introducing people who might otherwise never meet. Debra calls her approach "painfully cheerful," but stresses that making connections is hard work, leaders have to be persistent and positive, making it fun and inspiring for participants.

Redefining Success and Embracing Failure We talk about redefining what success looks like in community efforts. It's not always attendance numbers or flawless execution, sometimes, events like the eclipse don't deliver perfect conditions—clouds marred Rochester's 2024 eclipse, yet years of preparation created a network and impact that extended far beyond a single day. Success is in the invisible connections and the tendrils of connection that outlast any temporary event.

Disappointments, such as post-event letdown, logistical setbacks, or difficult challenges, also have value when viewed through the lens of community learning and resilience.

Creating Lasting Impact with Everyday Leadership Anyone can be a community leader, you don't need official authority or a title. What leadership means is being curious, seeking out others, and intentionally knitting networks that support your community, whether for a major event or to respond quickly to emergencies. Redefine leadership as connecting, celebrating successes (big and small), and embracing failure as a growth opportunity.

Tune your radar to notice moments of momentum, positive or negative, and by connecting diverse people around them, you help build something greater than the sum of its parts.

Resources: * Website: https://www.kidsoutandabout.com/ * The Eclipse Effect: How to Seize Extraordinary Moments to Build Strong Communities by Debra Ross

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On this episode of Destination on the Left, I talk with communication and leadership specialist Dayne Whitehurst, and author of "Empathy Impact: The Wild Effects of Kindness in Action". She explains why communication is central to building collaborations, developing relationships, and driving sales. Dayne also explains how personal triggers can get in the way of our communications and provides strategies for identifying and pushing past those triggers.

What You Will Learn in This Episode: * How Dayne became an expert in communication and de-escalation * How recognizing and addressing triggers helps move conversations and collaborations forward * What "experiencemanship" means and why it matters * How self-awareness forms the foundation of strong leadership and partnerships * Why habitual phrases with negative connotations can unconsciously undermine our intentions, and what to say instead * How to lead difficult conversations with appreciation and validation to create a safe environment and produce positive outcomes * Strategies Dayne recommends for building empathy in professional relationships and inviting authentic, supportive dialogue

Building Trust Through "Experiencemanship" The tourism industry is fundamentally built on relationships, whether it's with team members, clients, or partners. For Dayne the secret to success isn't just salesmanship, but what she calls "experiencemanship"—the art of prioritizing the experience and needs of the other person over your own agenda.

Effective leaders and sales professionals focus on what matters to the customer or partner, rather than getting bogged down in their own organization's goals. This mindset is especially crucial when communication channels are limited to calls, emails, or virtual meetings, settings where body language and other cues can be lost.

Recognizing and Navigating Triggers One of the biggest obstacles to effective communication isn't always what's said, but what's felt. Dayne points out that we all bring triggers and unconscious biases into our interactions, our past experiences, expectations, and interpretations that color the way we hear and respond to others.

Consider those moments of frustration, when a colleague misses a deadline, or a collaborator isn't as engaged as we'd like. Instead of spiraling into negative assumptions, Dayne encourages people to ask themselves if you know their whole story? Because often when people don't show up as we'd expect, it's a reflection of their stress or challenges, not about us at all. Becoming aware of these internal triggers and learning to step back is a crucial step to letting go of the need to control the outcome of every interaction.

The Power of Empathy and Self-Awareness Empathy isn't just for the benefit of others, it's also a practice of giving ourselves grace and stepping out of the cycle of reactivity. By pausing to consider another's perspective, asking what might be going on behind the scenes, and validating their experience, we transform difficult conversations into opportunities for real connection.

Self-awareness is key here. Recognizing your own default responses, strengths, and limitations—such as the tendency to "do it all" or react defensively, enables you to respond thoughtfully rather than reflexively. This makes you not only a better communicator but a more effective team player and leader.

Navigating Difficult Conversations Difficult conversations are inevitable, especially in more tricky collaborations where not everyone can give equally. Dayne advises people to always begin with genuine appreciation, thank their partner for raising their perspective, recognize their efforts, and approach the conversation with openness rather than defensiveness.

Offer validation by reflecting back their feelings or experience, and only express your own point of view if it's constructive for the partnership. This approach turns conflict into an opportunity for growth rather than a battleground for proving a point.

Resources: * Website: www.Daynewhitehurst.com * Instagram: https://www.instagram.com/daynewhitehurst/ * LinkedIn: https://www.linkedin.com/in/Dayne-whitehurst/

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On this episode of Destination on the Left, Joshua Harrell, Chief Revenue Officer at WorldVia, joins me to discuss the evolution of travel advisors in the United States in a post-pandemic world. Joshua shares his insights on how content creation can help travel advisors build their businesses, and he offers some fantastic practical tips for sharing great content with your audience.

What You Will Learn in This Episode: * How Joshua transitioned from a background in marketing and entrepreneurship into the travel advisor industry * How the travel advisor profession has evolved to provide personalized value for travelers * What content creation means for travel advisors and how becoming a content creator at any level can help build an audience and demonstrate expertise * How Joshua encourages travel advisors to overcome the fear of content creation with his mantra: "get going, get smart, then get good" * Why he advises advisors to align their business with personal passion and interests * How collaboration between travel advisors and supplier partners leads to mutual business growth * Marketing systems and foundational strategies Joshua recommends to help advisors streamline their marketing

The Modern Travel Advisor Once upon a time, the idea of a travel agency conjured images of mall storefronts and swivel chairs. But today's travel advisor is a totally different breed, part consultant, part marketer, and 100% expert.

Pre-2020, many Americans believed DIY online booking made travel advisors obsolete. But it was really the post-pandemic world that revealed just how valuable a travel professional can be. Whether unraveling complex travel restrictions or finding that off-the-beaten-path experience, advisors offer insider knowledge and advocacy that algorithms simply cannot replicate.

Building Authority and Community Successful advisors aren't just travel experts; they're also storytellers, educators, and digital community builders, whether they do it by sending curated newsletters, going live on platforms like TikTok and YouTube, or sharing firsthand travel experiences on social channels.

Don't be fooled into thinking only "influencers" can play the content game. Most successful travel advisors are content creators at some level. The key is helping potential clients see not just what you know, but how you think, your personality, experience, and specializations shining through. Start where you're comfortable, learn as you go, and trust that consistency breeds improvement and audience growth. The perfect lighting or equipment can wait. What matters is showing up and sharing your expertise.

The Secret Sauce for Sustainable Growth The real magic happens in collaboration. Joshua backs this up with real stories, discussing the power of reaching out to suppliers, account managers, and fellow advisors. Whether joining mastermind calls, exploring new product lines, or simply sharing best practices, these partnerships unlock opportunities you might never have considered.

He shares an example of an advisor who built a thriving business creating group trips for botanical societies, all sparked by a single phone conversation with a tour operator's representative.

Resources: * Website: https://worldviatravelnetwork.com/ * LinkedIn Personal: https://www.linkedin.com/in/joshuaharrell/ * LinkedIn Business: https://www.linkedin.com/company/worldvia/

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On this episode of Destination on the Left, I talk with Dan Flores, Head of Tourism at Satisfi Labs, all about using AI in the travel industry. We discuss how conversational artificial intelligence can help drive revenue and operational efficiency, and Dan offers real examples of where this AI is being deployed and how it has had real impacts. We also talk about adoption rates of AI within the tourism industry, and Dan shares a framework for approaching this new technology in your organization.

What You Will Learn in This Episode: * How Dan Flores transitioned from a long career in tourism operations to leading strategy in conversational AI at Satisfi Labs * Why understanding operational efficiency is important when adopting new technology in the tourism industry * What conversational AI can do to improve visitor experience and drive revenue * How changes in consumer behavior and expectations are encouraging the tourism industry to embrace AI-powered solutions * Why it's important to identify pain points and define goals before implementing AI technology in your organization * Examples of real-world successful AI adoption, including collaborative projects like Connected City and integrated chatbots for DMOs, attractions, and tour operators * How a strategic plan and incremental steps can help tourism businesses navigate the AI landscape

The Power of Conversational AI in Tourism The tourism industry has always relied heavily on storytelling and connection, and Satisfi Labs' conversational AI platform gives destinations the ability to amplify their story and interact with customers in real-time.

Unlike static websites and traditional ads, conversational AI provides dynamic interactions, it can answer questions, qualify leads, and even facilitate transactions 24/7, in dozens of languages. This delivers not only improved customer service but also a seamless path from inquiry to purchase.

Driving Operational Efficiency and Revenue Operational efficiency is a cornerstone in the tourism sector, where staff often wear a lot of hats and resources are limited. Satisfi Labs' conversational agents can automate routine inquiries, freeing up staff to focus on high-value tasks and sales. Using AI turns businesses into round-the-clock operations without needing to scale human teams. A case in point is Dan's personal experience using a Satisfi Labs chatbot to resolve a ticket issue for a college basketball game in minutes, a process he expected would take much longer.

The technology goes beyond simple customer service. AI-driven agents are also powerful tools for lead qualification, routing sales queries to the right person after gathering the right information, resulting in improved conversion rates and more effective use of resources.

Making AI Work for You AI adoption is happening at a breakneck pace, so fast that Dan warns companies risk being left behind if they don't get on board. He suggests tourism businesses create a strategic AI plan that identifies departmental pain points and assesses if AI can offer a solution, then they can decide whether to build in-house or engage a vendor, and start small. This framework helps organizations prioritize efforts, minimize risk, and ensure resources are being used where they matter most.

A key piece of advice is top-down adoption. Leadership should empower staff with resources, education, and freedom to experiment with AI tools, ensuring the culture embraces innovation.

Resources: * Website: www.satisfilabs.com * LinkedIn Personal: https://www.linkedin.com/in/dan-flores2022/ * LinkedIn Business: https://www.linkedin.com/company/satisfi-labs/

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On this episode of Destination on the Left, Juanita Marois, CEO of Métis Crossing, shares her personal experience in developing a tourism destination tied to her roots as a Métis Indigenous person from Canada. She shares in detail how the destination engages visitors by sharing what makes them special, including the experiences Métis Crossing offers—from paddling down the North Saskatchewan River in voyageur canoes to wandering historic buffalo habitats, indulging in Indigenous cuisine, and soon, relaxing at a uniquely Métis-inspired wellness spa. We also talk about collaboration and how Métis Crossing is making a positive impact for both visitors and local residents.

What You Will Learn in This Episode: * How Juanita's personal journey as a Métis woman influenced her path from consultant to CEO of Métis Crossing * Why community collaboration and inclusivity are central to the successful development of Métis Crossing * The creation of immersive, cultural, and seasonal experiences that engage visitors' heads, hearts, hands, and hunger * How Métis Crossing uses storytelling, land-based learning, and nature to educate visitors about Métis history, Indigenous relationships to land, and sustainability * Why collaboration is key in Indigenous tourism, and how Métis Crossing works with other attractions to build itineraries * How the philosophy of shared benefit guides partnerships with local government and other cultural destinations * What the future holds for Métis Crossing, including innovative projects like the Sage and Spruce Indigenous spa and expanded cultural experiences that honor both Indigenous and European Métis heritage

Elevating Métis Crossing as a Destination Building Métis Crossing as a premier Indigenous destination was no accident. By leading with culture and encompassing accommodation and culinary experiences, Métis Crossing provides a one-of-a-kind, immersive journey. Visitors come not just for a vacation, but also to learn about the area's history and traditions.

Signature experiences include "Paddle into the Past", a river voyage retracing Métis fur trade routes, and the Wildlife Park, where guests see buffalo up close and learn about historic buffalo hunts, essential to the Métis nation's evolution. The destination engages travelers' head, heart, hands, and hunger, ensuring every visitor leaves with a deeper connection to Métis culture and the Alberta landscape.

Creativity and Collaboration Developing Métis Crossing wasn't without obstacles. Juanita describes how collaboration became a creative solution and how she worked with local municipalities, the provincial government, and destination organizations to address regulatory hurdles and land-use challenges. By involving partners early and often, Métis Crossing became a model for inclusive development, proving that transformational change happens when stakeholders unite around shared goals.

Infrastructure, Innovation, and Meaningful Impact From its origins as a hay field and historic homesteads, Métis Crossing now spans over 1,800 acres with restored buildings, a cultural gathering center, boutique lodge, skywatching domes, a wildlife park, and even a solar field. These fabulous offerings attract locals and visitors, and recent developments include the Sage and Spruce Indigenous spa, where both Indigenous and European wellness traditions are honored in pursuit of holistic well-being.

One powerful impact is that Métis Crossing is now the region's largest employer, revitalizing a once-declining rural area. Juanita's intentional approach ensures tourism benefits residents as much as visitors, creating economic opportunities and supporting cultural revitalization.

Resources: * Website: https://metiscrossing.com/ * LinkedIn Personal: https://metiscrossing.com/ * LinkedIn Business: https://www.linkedin.com/company/m%C3%A9tis-crossing/ * Indigenous Tourism Alberta: https://indigenoustourismalberta.ca/ * Destination Indigenous: https://destinationindigenous.ca/

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On this episode of Destination on the Left, I talk with Clare Marie Ritter, Motorcoach Coordinator at the historic Penn Wells Hotel and Lodge in rural Pennsylvania. She shares her experience positioning a smaller, less well-known destination. We talk about the foundations of successful collaborations and why building a supportive network has been crucial to her success. Clare brings vivid examples of successful collaborations, from multi-state itineraries to connecting with neighboring museums, that prove even "off the beaten path" destinations can thrive with teamwork and creative thinking.

What You Will Learn in This Episode: * How Clare Marie Ritter found her way into the tour and travel industry through volunteering and local connections * Why positioning a rural destination requires creative marketing strategies, including focusing on attractions and experiences * What collaborative partnerships across borders (including state lines) look like, and how Clare uses those relationships to build group itineraries * How thinking outside the box has helped Clare identify unique attractions that appeal to group travelers * Clare creates fresh itineraries and creative connections in a rural area * Best practices when establishing collaborations and building genuine personal connections

Expanding Itineraries Clare's passion for history and her beginnings at a local motel led her down a path of helping visitors discover the hidden corners of her rural Pennsylvania home. She realized that promoting a hotel meant first selling the destination itself. After all, you can have the best, most fancy property in the world, but without a reason to come, your marketing is going to fall on deaf ears.

Clare recognized the need to think outside the box by promoting local attractions and extending the visitor journey. She formed partnerships with unique local experiences, including a horse-drawn wagon ride through the canyon, small maple producers, and boutique chocolate factories, then widened her lens, working with regional attractions across state lines. She built partnerships with attractions like the Corning Museum of Glass, just 45 minutes away, reaching into New York for collaborative opportunities.

The Power of Networks and Creative Collaboration Networking and partnerships play a major role in the success of rural tourism. For Clare, professional networking at organizations like the American Bus Association and regional groups provides contacts, ideas, and new opportunities. You never know where the next fruitful partnership might come from.

One standout example is an itinerary co-created with counterparts in Corning and Jamestown, NY, and Coudersport, PA. Together, these small destinations developed a loop that incorporated art, comedy, local history, and natural beauty. Selling this unique cross-state experience has opened doors and filled itineraries with unexpected connections.

Looking Ahead: Innovation and Nostalgia With renewed interest in nostalgic travel and more experiential, off-the-beaten-path destinations, Clare is excited about her latest project, which is developing a Route 6 motorcoach itinerary to showcase small towns along this historic road. This initiative dovetails perfectly with America's 250th anniversary, offering travelers fun themed journeys full of history and local flavor.

Resources: * Website: pennwells.com * LinkedIn Personal: https://www.linkedin.com/in/clare-marie-ritter-0a4306237/ * LinkedIn Business: https://www.linkedin.com/company/wellsboro-hotel-company/

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On this episode of Destination on the Left, I talk with industry leaders from across the country at the American Bus Association's Marketplace 2026 in Reno, Nevada, to uncover what's next for destinations, attractions, and travelers. You'll hear from Josef Kruger of US Ghost Adventures, Aisha Jones of Mystic Seaport Museum, Jana Carter from Visit Annapolis, Kay Calzolari of Visit Winston Salem, Meredith Dollevoet from Cartersville Museum City, Jim Vozzella with 360Chicago, and Debra Tassone from Discover Long Island. Together, they share fresh insights on how storytelling, immersive activities, and hands-on programming are reshaping group experiences.

In this episode, you'll hear from these industry leaders: * Josef Kruger: https://usghostadventures.com/ * Aisha Jones: https://mysticseaport.org/ * Jana Carter: https://www.visitannapolis.org/ * Kay Calzolari: https://www.visitwinstonsalem.com/ * Meredith Dollevoet: https://cartersvillemuseumcity.com/ * Jim Vozzella: https://360chicago.com/ * Debra Tassone: https://www.discoverlongisland.com/

What You Will Learn in This Episode: * How group travel experiences are evolving to focus on immersive storytelling and hands-on engagement * Strategies for collaboration between destinations, attractions, and local partners * Trends shaping group travel for 2026, including wellness-focused itineraries and multi-generational groups * How destinations and attractions are using customizable programming to add value and create memorable moments for visitors * Why DMOs and attractions are bundling experiences and aligning their offerings to appeal to new travel trends * Innovative approaches organizations are using to keep travelers engaged before, during, and after their visits * How getting involved with associations like the ABA contributes to building enduring relationships and fostering continuous growth in the travel industry

Innovation Through Collaboration Collaboration is no longer a "nice to have". It's mission-critical critical. Guests stress the importance of teaming up with regional partners, DMOs, and local organizations. By curating joint itineraries, sharing resources, and feeding each other's strengths, destinations can offer more complete and compelling travel experiences.

Kay Calzolari of Visit Winston Salem shares how investing in personal relationships with nearby towns and attractions has enabled her to offer valuable regional itineraries, extending stays, and enhancing visitor value. This collaborative spirit isn't just about logistics, it's about approaching every partner as part of a larger community, working together to create seamless, memorable journeys for guests.

Trends Driving Group Travel With the approach of major milestones like America's 250th anniversary in 2026, destinations are getting creative. Thematic travel is gaining traction, from wellness retreats and service-oriented projects to festivals and Be Revolutionary experiences, as Jana Carter describes for Annapolis. Operators are increasingly tapping into local culture, outdoor recreation, and even culinary partnerships.

Museums are stepping up with exhibits that go beyond static displays. As Aisha Jones discusses, Mystic Seaport Museum is bringing in unique traveling exhibits, like shipwrecks recreated in LEGO, and launching virtual educational programs to grow engagement beyond the museum's walls.

The Power of Networks At the heart of this evolution is the network effect. ABA Marketplace events and similar gatherings have become essential for building lasting industry relationships. Whether it's a first-timer bonding over shared experiences or seasoned pros joining councils and volunteer teams, the connections made drive both business and inspiration.

As several guests reflect, returning to these conferences is like coming home—reconnecting with peers, learning from each other, and growing together.

Resources: * Josef Kruger: https://www.linkedin.com/in/jlkdreams/ * Aisha Jones: https://www.linkedin.com/in/aishamjones/ * Jana Carter: https://www.linkedin.com/in/jana-carter-b01b8160/ * Kay Calzolari: https://www.visitwinstonsalem.com/sites/default/files/2024-11/Kay%27s%20Profile%20Sheet * Meredith Dollevoet: https://www.linkedin.com/in/meredith-dollevoet-62413615/ * Jim Vozzella: https://www.linkedin.com/in/jim-vozzella-b53a7416/ * Debra Tassone: https://www.linkedin.com/in/debra-tassone-upward/

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This episode of Destination on the Left is a special roadshow edition recorded live at the American Bus Association's Marketplace 2026 in Reno, Nevada. I'm joined by a fantastic group of industry leaders to hear first-hand how collaboration is playing a critical, mission-driven role in the future of group travel, moving beyond a "nice-to-have" and becoming essential for success. My guests discuss the economic impact of group travel and the importance of restoring cross-border connections between the U.S. and Canada, to creative regional itineraries, and share ideas for navigating the political and economic headwinds facing the industry.

In this episode, you'll hear from these extraordinary leaders: * Fred Ferguson: https://www.buses.org/ * Terry Fischer: http://tcsbus.com/ * Patricia Cowley: https://pabus.org/ * Jim Warren: https://www.andersonvacation.com/ * Stacey David: https://www.metrowestvisitors.org/ * Todd Read: https://www.gosoin.com/ * Whitney Lubbers: https://visitduboiscounty.com/

What You Will Learn in This Episode: * How ABA's leadership is addressing current challenges in group travel, including restoring the crucial relationship between the U.S. and Canada * Why collaboration between industry partners, including operators, suppliers, associations, and destinations, is mission-critical for the future of group travel * Trends are shaping group travel in 2026 and beyond, such as the rise of experiential itineraries, smaller group sizes, and the impacts of major events like the FIFA World Cup and MA250 * How regional and cross-border partnerships are creating unique travel experiences and tour products that benefit entire ecosystems, not just individual destinations * Collaborative initiatives, such as Tour in 64 are demonstrating the value of teamwork * How industry organizations like ABA can accelerate personal and professional growth

The Future of Group Travel is Collaboration The ABA 2026 Marketplace is filled with optimism, but nobody shies away from today's realities. Fred Ferguson sets the stage by underscoring the economic importance of group travel—$158 billion in economic output and 800,000 jobs in North America.

The entire travel flywheel, operators, destinations, restaurants, and attractions, only spins when everyone works in sync. Fred Ferguson and Terry Fischer both stress that now, more than ever, strategic alliances and industry unity are essential for lasting impact. It's no longer enough to operate in silos. As Terry puts it, "It takes a village," and internal and external collaboration are the most important ingredients in weathering disruptions, from politics to pandemics.

Collaboration in Action My guests also share what deep collaboration looks like in practice. Across the group travel ecosystem, leaders are getting creative. We hear how DMOs are embracing regionalism, and Todd Read from SoIN Tourism and Whitney Lubbers of Dubois County described how Tour in 64, a partnership among destinations along Interstate 64, helps smaller markets punch above their weight. By pooling marketing budgets, sharing top experiences, and even jointly running an ABA booth, collective impact outweighs any competition for hotel nights.

With mega-events like the FIFA World Cup and MA250 (America's 250th anniversary) on the horizon, Stacey David detailed how municipalities, nonprofits, small businesses, and big attractions can co-create fan zone festivals that benefit everyone. Every stakeholder has a seat at the table for shared successes.

The Power of Relationships The ABA conference is a great way to build relations, get involved, and engage with others in the travel and tourism industry. Jim Warren of Anderson Vacations credits strong partnerships as the industry's lifeblood, helping everyone survive the inevitable economic and political storms.

Those connections are formed and deepened at conferences like ABA Marketplace. Investments in community, from Women in Buses initiatives to association days, make all the difference for newcomers and veterans alike. Leaders are putting collaboration-first strategies in place—whether it's regional joint marketing, creating new products, or advocating for the sector at the policy level.

Resources: * Fred Ferguson: https://www.buses.org/staff/fred-ferguson-mba-ms/ * Terry Fischer: https://www.linkedin.com/in/terry-fischer-31895b122/ * Patricia Cowley: https://www.linkedin.com/in/pcowley/ * Jim Warren: https://www.linkedin.com/in/jim-warren-1b2b59187/ * Stacey David: https://www.linkedin.com/in/stacey-david-940a214/ * Todd Read: https://www.linkedin.com/in/todd-read-182ab73a/ * Whitney Lubbers: https://www.linkedin.com/in/whitney-lubbers-07374360/

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On this episode of Destination on the Left, I talk with Maureen Wheeler, Deputy Director of Livingston County Economic Development, and Tourism Director Ashley Comeau to discuss the strategic moves Maureen's department made to bring tourism under the same roof as economic development. We talk about business retention and expansion, building robust small destinations, and why visitor spending is critical for rural areas. Ashley and Maureen also share more about the business plan contest designed to attract breweries, restaurants, and experiential businesses to the area, and how that initiative has created a pipeline of businesses for the county, leading to multiple collaborations.

What You Will Learn in This Episode: * How Maureen and Ashley's organizations collaborate in Livingston County to build a stronger local economy * Why visitor spending is critical to sustaining small businesses and downtowns in rural areas * Challenges Livingston County faced around having enough assets and experiences to keep visitors longer * How the business plan contest process worked and why collaboration, even within a competition, was key to its success * Why the Libation Loop became a flagship example of coopetition among local beverage businesses, and how it engaged both visitors and residents * How branding and product development, including the launch of the LivCo identity, have helped locals embrace Livingston County as a place to be proud of * Strategies Maureen and Ashley use to manage partnerships and set up collaborations for long-term success

Economic Development Meets Tourism Livingston County's approach combines economic development and tourism efforts under one umbrella. This partnership creates what Maureen calls a virtuous cycle where tourism enhances local life and attracts new businesses, while a strong economy supports a better visitor experience. The end result is a coordinated push to grow both visitor spending and local prosperity, particularly critical for rural areas where businesses rely heavily on both types of revenue.

Creativity in Addressing Core Challenges Like many rural destinations, Livingston County faces the challenge of needing more assets to promote, as Ashley explains. Visitors come to the area for headline attractions such as Letchworth State Park, but the county needs more restaurants, breweries, and experiential activities to encourage longer stays.

This is what led to the business plan competition, a creative, strategic initiative designed to fill these gaps. By zeroing in on the types of experiences visitors crave (breweries, restaurants, indoor recreation), Livingston County has fueled a pipeline of new businesses, enriching the fabric of the destination. What sets this competition apart is its collaborative nature: participants go through entrepreneurship training together, forging connections and partnerships that last well beyond the contest itself.

The Story of the Libation Loop One standout example of coopetition is the Libation Loop, a craft-beverage trail that began with a targeted competition to attract breweries. Rather than isolating single businesses, the team aimed to launch several breweries at once, strategically positioning them to link Livingston County to the wider Finger Lakes craft scene.

What surprised the organizers most was the spirit of collaboration among the brewers, who supported one another while offering insights and partnership opportunities. As breweries opened and the trail matured, the baton was seamlessly passed to tourism to promote the new collective asset. The Libation Loop now features 12 participants (breweries, wineries, distilleries, and cideries) and is a highly sought-after product for visitors and locals alike.

The involvement of local artists in designing the Loop map and branded merchandise has further strengthened pride and sense of place, with residents even adopting the "LivCo" brand into business names. It's not just about attracting tourists—it's about creating a community locals want to be part of.

Resources: * Website: https://www.visitlivco.com/ * https://www.linkedin.com/in/maureen-wheeler-506685a0/ * https://www.linkedin.com/in/ashley-freeman-comeau-pmp-a710597/ * https://www.linkedin.com/company/livingston-county-economic-development/

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On this episode of Destination on the Left, I talk with Sondra Shannon, CEO of Gatemaster Tech. Sondra and I discuss the art and importance of creating exceptional visitor experiences and how technology can help attractions remove friction for guests, increase revenue, and stand out in a competitive landscape. She also shares why keeping guests informed leads to happier experiences and how, just by walking around their attraction, leaders can turn firsthand insights into an improved guest experience.

What You Will Learn in This Episode: * Why removing friction from the guest journey is essential for happier visitors, bigger revenue, and more memorable family moments at attractions * Strategies Sondra and her team use to identify and solve friction points at attractions * How operational leaders and frontline staff benefit from "management by walking around" and being directly involved in the guest experience * Why consistent and early training is critical for attraction teams, and how lack of confidence and poor communication can impact employee retention * What creative value adds can set attractions apart and drive guest loyalty * How digital transformation and going cashless are shaping visitor expectations

An Invisible Engine Powering Seamless Experiences Technology is a part of the experience, and it shouldn't be a friction point. When technology is thoughtfully integrated, it dissolves many of the small frustrations that can sour a family's day at a theme park or museum.

From ticket-purchasing workflows that set clear expectations to mobile ordering that eliminates long food lines, the right tech doesn't just improve operational efficiency, it actively enhances the experience. Surveys consistently show that informed guests are happier guests. Providing clear, early information about all options (from all-inclusive passes to extra add-ons) allows families to prepare and enjoy every moment together.

Value-Adds That Show You Care Some of the most memorable attractions go the extra mile, sometimes in unexpected ways. Sondra highlights parks like Holiday World and Dollywood, where providing free drinks and sunscreen isn't just a marketing gimmick—it's a proactive way to care for guests' comfort and health. People once thought these "extras" were crazy, but these amenities have built tremendous goodwill and loyalty while distinguishing the park from competitors.

Social media culture and shifting guest expectations have raised the bar even higher. Today, digital ticketing, contactless payments, and mobile access aren't just perks, they're de facto standards.

Empowering Teams and Elevating Operations Guest satisfaction isn't just about what happens at the turnstile, it's deeply connected to operational excellence behind the scenes. One key theme that emerged from Sondra's experience, well-trained teams are more confident, more helpful, and much less likely to quit.

Rapid, seasonal hiring makes this challenging, but ongoing education, especially incorporating communication and even sales training, equips staff to handle guest needs with confidence and empathy. Parks with strong training programs set a standard of excellence that's felt at every touchpoint. Giving staff practical communication tools is really vital, because your frontline people have tremendous insight into what guests really need.

Resources: * Website: https://gatemaster.com/ * LinkedIn Personal: https://www.linkedin.com/in/sondrashannon/ * LinkedIn Business: https://www.linkedin.com/company/gatemastertech/

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On this episode of Destination on the Left, I talk with Lisa Conarton, CEO of LC Elevated Hospitality, who shares compelling examples of what it means to be a leader in the hospitality and tourism industry. We discuss the importance of building trust, why collaboration is key to success, and the difference between ROI and 'return on experience' (ROX). Lisa also shares how people can be proactive rather than reactive and why understanding how to go with the flow is so important.

What You Will Learn in This Episode: * How Lisa built her career path in hospitality and tourism, moving from convention operations to launching her own destination management consultancy * Why earning trust is necessary for leadership and success in hospitality * How networking and partnerships have been essential in driving growth for Lisa * How Lisa differentiates between ROI (return on investment) and ROX (return on experience), and why focusing on experience benefits both travelers and businesses * Why championing creativity encourages authenticity * What real-life crisis taught Lisa about letting go, going with the flow, and relying on cultivated partnerships to execute successful events * How Lisa approaches partnerships and collaboration, and her examples of coopetition within New York State destination marketing

The Pillars of Hospitality Leadership From full-service hotel management to destination marketing and now as she builds her own consultancy, Lisa has consistently sought out growth opportunities. Her experience has shown that there are three key areas you have to prioritize:

Earning Trust

Trust has to be earned, particularly in hospitality, where seamless service and reliability are so important. Lisa emphasizes that trust is built over and over and over again, and needs consistency and integrity in every interaction.

Networking and Collaboration

Networking is the avenue to future collaboration and partnerships, which are the real engines behind growth. Not only do great relationships provide support in crisis, but they also lead to opportunities for greater collective achievements. The very definition of coopetition.

Return on Experience (ROX)

While return on investment (ROI) is a familiar metric, Lisa also values "return on experience"—the transformative impact of meaningful, memorable interactions that benefit both guests and the businesses serving them. Planning and execution are vital, but so is the focus on creating memories that resonate long after a trip or event ends.

The Power of Partnerships Lisa shares the story of a last minute challenge, when with only 24 hours, she had to move a 150-person event when the venue became unusable due to heat. Through her well-established industry relationships, the move was seamless. While meticulous planning is crucial, so is the ability to let go and trust your partners.

From her involvement with New York State's Destination Marketing Organizations (DMOs) to local industry partnerships, Lisa's success stories center around shared values and transparent communication. She explains why it's so important to figure out where each partner fits, recognize strengths, and build collaborations that play to everyone's best qualities.

Resources: * Website: lcelevatedhospitality.com * LinkedIn Personal: https://www.linkedin.com/in/lisaconarton/ * LinkedIn Business: https://www.linkedin.com/company/lc-elevated-hospitality/

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On this episode of Destination on the Left, I talk with Claudia Di Gino, General Manager at the Mondrian Mexico City Condesa. Claudia tells the story of building a lifestyle brand in the hotel industry, how partnerships play an important role, and what it means to be part of the community. She shares how her hotel delivers an authentic experience that never fails to surprise and delight its guests. We also discuss what's happening for the brand in 2026 and the opportunities for growth, including the FIFA World Cup coming to Mexico City.

What You Will Learn in This Episode: * How Claudia's career in hospitality began with an unexpected Disney internship and led to her current role in her hometown of Mexico City * Why building a lifestyle brand is central to the Mondrian's approach and how the hotel delivers an immersive experience for guests and the local community * What makes collaboration and strategic partnerships essential for creating unique guest experiences * How Mondrian Mexico City differentiates itself through creative amenities, like their Flower Shop concept featuring Mexican producers and local artisanal goods * Delivering a personalized service and curated guest itineraries that drive brand loyalty * How the upcoming FIFA World Cup presents new opportunities for growth * Mondrian's commitment to showcasing local culture, history, art, and gastronomy through every aspect of the guest experience

Building a Lifestyle Brand Rooted in Community Mondrian Mexico City Condesa is committed to being more than just a hotel, they see themselves as a lifestyle brand deeply tied to their local community. Mondrian's eleven hotels worldwide are strategically placed in each city's cultural and design hotspots, and the Mexico City location is no exception, nestled between the historic Condesa and Roma neighborhoods. The property itself is a protected building with rich architectural history, and every aspect of the design pays homage to local artistry and Mexican culture, including beautiful murals inspired by ancient aqueducts in each guest room.

The brand is known for being disruptive, fun, and willing to think outside of classic hospitality norms. They're focused on creating immersive, surprising experiences for both visitors and locals. The community is invited to be part of the property, whether that's through artist showcases, pop-up culinary events, or simply by visiting the lobby for a locally sourced coffee or wine.

Creativity and Unique Local Partnerships A recurring theme in Claudia's approach is the creative use of partnerships. One standout example is the hotel's dual-purpose flower and coffee shop, which becomes a wine bar in the evenings, serving only Mexican products. This kind of authentic, locally driven experience is a key reason why guests keep coming back and why the growing community of remote workers living in Condesa/Roma love to pop by.

The hotel's carefully chosen collaborations make sharing local celebrations even more fun for guests. For Dia de los Muertos, Mondrian partnered with Xolo Café to provide their famous "pan de muerto" alongside specialty coffee, drawing hundreds of locals and visitors alike. Similarly, partnerships with Mezcal Union and high-profile pop-up events ensure every cultural touchpoint is genuine and memorable.

Preparing for the FIFA World Cup Claudia and her team are gearing up for the FIFA World Cup, which will be jointly hosted by Mexico, Canada, and the United States for the first time. Mondrian has just opened a brand-new event space designed to host upscale gatherings against the background of breathtaking skyline views. The team is focusing on safety, personalized concierge service, and handpicked local experiences to ensure guests of the World Cup have a flawless, authentically Mexican visit.

Resources: * Website: https://mondrianhotels.com/mexico-city-condesa/ * LinkedIn Personal: https://www.linkedin.com/in/claudia-di-gino-7282855/ * LinkedIn Business: https://www.linkedin.com/company/mondrian-hotels/

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On this episode of Destination on the Left, I'm joined by the dynamic Neelu Kaur, organizational psychologist, self-advocacy champion, author, and keynote speaker.

Neelu dispels the myth that self-advocacy is boastful, and we discuss how advocating for yourself can actually be a generous and empowering act. She shares how leaders and teams can create environments where all voices are heard, exploring the innovative concept of "generous exclusion," and the importance of dialing up the "I" or the "we" when the moment calls for it. Neelu also suggests some great practical strategies for promoting authentic self-advocacy in any organization.

What You Will Learn in This Episode: * Why self-advocacy is often misunderstood as boastful and how to reframe it as essential for innovation * What "generous exclusion" means, and how being intentional about who participates can lead to more creative outcomes * How different processing styles impact participation in meetings, and what leaders can do to create safer spaces for all voices * Why structure is necessary for big, creative thinking, and how frameworks borrowed from organizations like Disney help teams brainstorm and dream without self-censoring * Understanding what energizes individuals creates a more productive, collaborative environment * What practical steps you can take to build self-advocacy skills

How Speaking Up Transforms Teams and Unlocks Personal Potential So many people, particularly women, introverts, or those from cultures that value humility, see self-advocacy as something selfish or boastful. Neelu turns this assumption on its head, describing self-advocacy as the most generous act you can do. By speaking up, you model positive behaviors for others, making it easier for those who follow in your footsteps to do the same.

When you advocate for yourself, whether it's sharing an idea in a meeting or negotiating your role, you're not just advancing your own interests. You're opening doors, encouraging diversity of thought, and paving the way for colleagues who may face similar barriers.

The Barriers to Speaking Up and How to Overcome Them For years, Neelu thought her professional setbacks stemmed from a lack of skills, but she realized she just hadn't learned to advocate for her ideas. Her silence was frequently misread as disengagement, and fast-paced meetings left her behind.

To overcome the hurdle of seeing speaking up as boastful, she recommends self-reflection and practical steps, such as practicing self-advocacy in low-stakes situations, like choosing a restaurant for dinner with friends. Leaders and organizations also need to adjust by building meeting structures that allow quieter voices to contribute and encouraging follow-up dialogue beyond real-time meetings.

Are We Over-Indexing on Collaboration? Collaboration is praised as the ideal. But as we discuss, simply adding more people to a meeting doesn't guarantee creativity—or even productivity. Neelu highlights the concept of "generous exclusion" by Priya Parker, sharing why being selective about who joins which meetings lets people focus, minimizes inefficiencies, and leaves room for deep work.

Organizations often over-index on collaboration, with endless group meetings that crowd out the time needed for innovation. Instead, leaders need to be strategic, invite the right mix of creative minds, give space for diverse strengths, and allow those who need extra processing time to contribute asynchronously.

Resources: * Website: https://www.neelukaur.com/ * LinkedIn Personal: https://www.linkedin.com/in/neelukaur/ * LinkedIn Business: https://www.linkedin.com/company/neelu-kaur/

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On this episode of Destination on the Left, I'm at the NTA Travel Exchange in Ottawa to speak with eight leading professionals shaping the future of group travel, tourism, and hospitality. You'll hear insights from leaders who share the latest market trends, traveler behaviors, innovative approaches, and what's ahead for 2026.

The conversations explore the strong resurgence of group tours, the rise of small group and multi-generational travel, and a growing demand for immersive, meaningful experiences—from stargazing in Utah to luxury train journeys. You'll discover how industry partnerships and collaborations, such as inter-association alliances and joint destination marketing efforts, are helping operators adapt to challenges and seize new opportunities.

In this episode, you'll hear from these knowledgeable tourism leaders: * Vince Accardi: https://www.omca.com/ * Wendy Dobrzynski: https://circlewisconsin.com/ * Chad Ellis: https://www.bodaborg.com/boston/ * Jeff Bont: https://www.thearmstrongcollective.com/ * Richard Arnold: https://www.atlantictours.com/ * Brenna Moore: https://www.visitalbuquerque.org/ * Jason Murray: https://www.southwestadventuretours.com/ * Brent Dalrymple: https://www.travelsunrise.com/

What You Will Learn in This Episode: * How group tours are evolving, including the rise of small-group and multi-generational travel * Why immersive and experiential travel is in high demand, with travelers seeking story-rich, active adventures * What industry leaders are seeing in terms of major market trends, including a resurgence in demand and travelers' changing expectations * How partnerships and collaborations between associations, DMOs, and attractions are strengthening the group travel industry and opening new markets * Why upcoming events like the Route 66 Centennial and America's 250th anniversary are shaping new itineraries and driving tour planning for 2026 * What challenges operators are facing, such as shifting consumer sentiment and border issues * How technology, data, and consumer insights are being used to track travel sentiment and inform future business decisions across the travel sector

A New Wave of Group Travelers At this year's NTA Travel Exchange in Ottawa, we bring together a great lineup of industry leaders to discuss key trends, challenges, and innovations set to shape group tourism into 2026 and 2027. From new tour models and demographic shifts to major anniversaries and the rise of experiential itineraries, these insights reveal an industry that's not only recovering but thriving.

It's an exciting time for group travel. Both Vince Accardi and Wendy Dobrzynski explain why the "senior" market is no longer a monolithic group—retirees are younger, wealthier, more adventurous, and more interested in curated, comfortable experiences. Buses are once again filling up, often with multi-generational families and smaller groups seeking meaningful, shared adventures.

Richard Arnold highlights that small group tours remain in demand, with 2026 departures already selling out. Flexible departure sizes, customized itineraries, and a willingness to split larger busloads into more intimate cohorts are key strategies for operators catering to evolving traveler preferences.

Experiential and Immersive Travel Takes Center Stage Today's groups are looking for more than sightseeing, they're after immersive, story-rich experiences. Chad Ellis from Boda Borg Boston shares how activity-based attractions built around collaboration and problem-solving are striking a chord with groups large and small, from school trips to team-building getaways.

Jason Murray of Southwest Adventure Tours reports a boom in experiential travel, especially among families booking private adventures to explore the outdoors and the night sky together. His new focus on "astro tourism" with Dark Sky Adventures reflects a growing appetite for education, enrichment, and unique moments under rare night skies.

The Power of Partnership If there's one recurring theme, it's the transformative power of partnership. From national associations banding together in support of their members, to innovative cross-state collaborations like Wendy Dobrzynski's Dynamic Destinations, cooperation is helping travel businesses and DMOs expand reach, cut costs, and deliver even better value for travelers.

Jeff Bont from Rocky Mountaineer and Canyon Spirit illustrates another kind of collaboration, working closely with tour operators and travel agencies to create sell-out trips, leveraging iconic anniversaries like America's 250th and Route 66's centennial for compelling, themed itineraries.

Resources: * Vince Accardi: https://www.linkedin.com/in/vince-accardi-cae-15890033/ * Wendy Dobrzynski: https://www.linkedin.com/in/wendy-dobrzynski-9604851/ * Chad Ellis: https://www.linkedin.com/in/chad-ellis-8227611b0/ * Jeff Bont: linkedin.com/in/jeff-bont-832a7513 * Richard Arnold: https://www.linkedin.com/in/richard-arnold-597ab536/ * Brenna Moore: https://www.linkedin.com/in/brennamoore * Jason Murray: https://www.linkedin.com/in/jason-murray-585426219/ * Brent Dalrymple: https://www.travelsunrise.com/about/team/brent-dalrymple

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On this episode of Destination on the Left, I talk with Erin Groh, Head of Marketing at iSeatz, a leading but often behind-the-scenes travel tech company powering loyalty programs for brands like American Express, IHG Hotels & Resorts, and Qantas.

Erin shares her fascinating career journey from traditional and digital media through to travel technology, illustrating how influencer marketing, social media, and travel tech are now converging to reshape the modern travel experience. Listeners will find out why today's travelers are prioritizing dream trips—even if it means rebalancing their budgets, how social media now influences every step of the travel decision-making funnel, and the evolving expectations around personalization, including what travelers are willing to share for better experiences.

What You Will Learn in This Episode: * How iSeatz powers major brands like American Express and Delta's travel loyalty programs * What the iSeatz Modern Traveler Report reveals about travelers' motivations and how budget constraints impact trip decisions * How travelers are rebalancing their spending, cutting back on dining and shopping in favor of travel experiences * Why social media and influencer marketing have become leading sources of travel inspiration and purchase decisions, especially among Gen Z and Millennials * What "value" really means to today's travelers, and how expectations for personalization in travel are evolving * How sustainability is shaping travel choices and what the industry can do to make sustainable options easier for consumers

Technology-Powered Loyalty Programs Most travelers may not recognize iSeatz by name, but they've likely interacted with its technology. Erin explains how iSeatz works behind the scenes with iconic brands like American Express, Delta, and IHG Hotels and Resorts, powering the platforms that make booking and redeeming travel rewards seamless. As the connectivity layer, iSeatz enables partnerships, keeps loyalty programs fresh, and continually adapts to new technologies and consumer expectations.

Collaborative relationships between travel brands and tech providers aren't just helpful, they're essential, especially when consumer demands and industry dynamics are rapidly evolving. Today's travelers expect fluid, rewarding experiences, and companies have to innovate to keep pace.

Dream Trips Are Non-Negotiable One of the most striking findings of The iSeatz Modern Traveler Report is the traveler's commitment to making dream trips happen—even when budgets are tight. According to Erin, only 9% of survey respondents said they'd give up on a dream trip due to cost. Instead, the majority would wait and save, seek more affordable options, or cut back in other areas of their spending. This aligns with a broader trend, post-pandemic revenge travel wasn't just a blip; it's part of a sustained shift toward prioritizing experiences over material goods.

Spending priorities have also evolved, travelers would rather cut back on dining out or shopping if it means affording a meaningful trip. Data shows year-over-year growth in travel spending for several consecutive years. The desire for shared memories and adventure continues to outweigh the allure of consumer goods.

Value and Personalization Define the Modern Experience Price isn't always the most important thing when it comes to travel, value now encompasses the entire experience—meeting expectations, comfort, relaxation, wellness, and safety. Travelers increasingly splurge on nicer hotels or premium flight experiences if they perceive real value in the investment.

Over half of travelers expect brands to anticipate their needs based on past interactions, and a similar proportion are willing to share more personal data to enable a smoother, more tailored journey. The challenge (and opportunity) lies in connecting the dots by using the right data to surface relevant recommendations, like family-friendly activities, sustainable options, or dietary preferences, rather than missing the mark with generic suggestions.

Resources: * Website: https://www.iseatz.com/ * LinkedIn Personal: https://www.linkedin.com/in/erinrosegroh/ * LinkedIn Business: https://www.linkedin.com/company/iseatz/ * Unpacking the Complexities of the Modern Traveler: Key Insights From Our 2025 Report: https://www.iseatz.com/blog/the-modern-traveler-2025

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On this episode of Destination on the Left, I talk with Oliver Winter, CEO and Founder of a&o Hostels, for an inspiring conversation about his entrepreneurial journey, from traveling on a shoestring budget to building one of the largest hostel brands in the world. We talk about his focus on being a cost leader, not a price leader, and how that translates to a guest experience that works for small pockets while still serving the needs of his guests. Oliver also shares his passion for sustainability and how his company has been able to move from an 18-kilogram per guest carbon footprint to just a 3.8-kilogram per guest carbon footprint.

What You Will Learn in This Episode: * How Oliver turned his personal travel experiences into founding one of the largest hostel brands in Europe * Why being a cost leader (rather than just a price leader) shapes a&o Hostels' unique value proposition and guest experience * What makes the hostel guest experience distinctive, especially in terms of shared spaces, social atmosphere, and accommodation variety * How a&o Hostels attracts diverse customer segments―from student groups to families, digital nomads, and backpackers―and the distribution strategies that work for them * Why sustainability became a central focus for a&o Hostels, and how they've reduced their carbon footprint by over 80% per guest overnight * What's next for a&o Hostels, including the big announcement of a new luxury budget brand to extend their reach and serve evolving traveler needs

Creating Value Without Compromise One of the cornerstone philosophies for a&o Hostels is being a "cost leader," not just a "price leader." This means that they streamline operations and get rid of unnecessary frills while keeping the essentials, like comfort and safety, readily accessible. The hostels boast large capacities (an average of 800 beds per location), centralized operations, and shared facilities, striking a balance between affordability and a vibrant, social guest experience.

Rather than confining the traveler's experience to private rooms, a&o focuses on engaging common areas, such as 24/7 bars, kids' zones, and flexible working spaces. These communal amenities give great opportunities for people to connect, appealing to families, digital nomads, student groups, and backpackers. The model values shared spaces over luxury and, in doing so, builds community.

Evolving Guest Profiles and Modern Distribution Channels a&o Hostels caters to a wide range of guests, with profiles shifting based on season and day of the week. Midweek guests are often student groups and school tours, while weekends and holidays attract families and independent travelers. The brand is found on major OTAs like Booking.com and Expedia, but has also cultivated a strong direct booking channel via their own website.

The flexibility in room types, from single or twin rooms for teachers and families to dorm-style accommodations for groups, further enhances their accessibility. This adaptable approach enables a&o to welcome anyone from school-aged travelers to budget-conscious business guests.

Sustainability as a Core Company Value Beginning in 2015, Oliver and his team took a pioneering approach by closely tracking and reducing their carbon footprint per guest. Initially, a&o's footprint was already lower than average (18kg CO₂e per overnight stay, compared to 25kg at home), primarily thanks to shared spaces and efficient building use.

But instead of settling, a&o set their sights higher. Through targeted operational changes—reducing waste, switching to renewable energy contracts, limiting disposables, and leveraging automation—they slashed their footprint by 80% to just 3.8kg per guest. What's more, many sustainability initiatives actually resulted in cost savings, debunking the myth that going green is always expensive.

Resources: * Website: https://www.aohostels.com/ * LinkedIn Personal: https://www.linkedin.com/in/oliver-winter-berlin/ * LinkedIn Business: https://www.linkedin.com/company/aohostels/

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We're taking you on a road trip through the future of tourism in Atlantic Canada. You'll hear firsthand from tourism leaders on how the region captivates new generations of travelers while staying true to its maritime roots. We also spotlight the rise of Indigenous-led travel experiences and the wave of creativity from local artisans. From group travel trends to the power of regional collaboration, each story underscores how Atlantic Canada's tourism pros aren't just adapting—they're shaping what meaningful travel looks like for the years ahead.

In this episode, you'll hear from these knowledgeable tourism leaders: * Molly Vail: https://www.linkedin.com/in/molly-vail/ * Nancy Petrie: https://www.oakislandresort.ca/ * Natalie Kaftan: https://www.linkedin.com/in/nataliekaftan/ * Katherine Verreault: https://www.linkedin.com/in/katherine-verreault * Kelley Keefe: linkedin.com/in/kelley-keefe-07841a1a6 * Robert Thomas: https://www.linkedin.com/in/robert-thomas-225165161/ * Desirea Goodyear: https://www.linkedin.com/in/desirea-goodyear-77294a26b/ * Tasha Robitaille: https://www.linkedin.com/in/tasha-robitaille-0a790029/ * Wahab Khan: https://www.linkedin.com/in/wahab-khan-b809862ab/ * Jacob Sheehan: https://www.linkedin.com/in/jacob-sheehan-71ba578b/ * Jen Silliphant: https://www.linkedin.com/in/jen-silliphant/

What You Will Learn in This Episode: * How Atlantic Canadian tourism leaders are embracing innovation and sustainable growth to shape the future of travel in the region * Why collaboration and partnership is essential for delivering impactful guest experiences * What trends are emerging in traveler interests, including immersive cultural experiences, wellness tourism, and eco-friendly adventures * How the region is adapting to the rising interest from younger travelers, families, and international visitors * Why authenticity, local culture, and culinary experiences are setting Atlantic Canada apart as a travel destination * How Indigenous tourism and wellness-focused offerings are growing and diversifying the visitor experience * What successful creative collaborations look like in practice

Innovation Rooted in Community Collaboration Community lies at the heart of Atlantic Canada's tourism ethos. This spirit of partnership, as showcased at the Atlantic Canada Showcase event, has made the region a model for collaborative success. Provinces, cities, and businesses work hand-in-hand to offer amazing visitor experiences and nurture economic growth.

Four provinces unite to market the region, develop meaningful partnerships, and promote the Maritimes. These collaborations aren't just behind the scenes—they tangibly widen access for visitors and amplify the region's reach in international markets.

Authenticity is the Maritime Edge If there's one word repeated by tourism leaders throughout the episode, it's "authenticity." Atlantic Canada isn't about cookie-cutter vacations; it's about experiences crafted by the local communities. Molly Vail from Discover Halifax highlights how the city blends youthful energy with maritime charm, offering guests handcrafted itineraries that range from vineyards to vibrant nightlife.

Natalie Kaftan of Tauck emphasizes the enduring appeal of the Maritimes' local character and color. Visitors are drawn to real people, unique food, and meaningful cultural exchanges, not just passive sightseeing. As travel trends shift worldwide, immersive itineraries and authentic local engagement are increasingly in demand. Whether it's an Acadian caviar tasting in New Brunswick or a craft-making workshop in Mahone Bay, guests are eager for stories and experiences that go beyond the surface.

Growing Demand for Indigenous and Wellness Experiences Indigenous-led tourism is gaining extraordinary momentum in Atlantic Canada. Robert Thomas from the Newfoundland and Labrador Indigenous Tourism Association shares how guests now seek engagement with indigenous cultures—culinary experiences, guided hikes with elders, and artistic workshops are just the beginning. Tasha Robitaille's La Belle Cabane healing sanctuary offers a blend of wellness and indigenous knowledge, where visitors can participate in breathwork sessions, explore Métis traditions, and join healing retreats that are as restorative as they are educational.

This surge in interest reflects a broader travel trend: visitors crave deeper connection, healing, and learning as much as recreation. Ultimately, Atlantic Canada Showcase itself, described as "intimate," "impactful," and "powerful" by my guests, epitomizes the region's strengths. Small size becomes an advantage, enabling tight-knit partnerships, genuine hospitality, and real dialogue among industry leaders. Whether partnering across cities or developing cross-province itineraries, success is shared and multiplied.

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This week on Destination on the Left, we bring you the first special roadshow installment from the Atlantic Canada Showcase 2025 in beautiful Saint John, New Brunswick. In this episode, we dive into the deep-rooted community spirit and storytelling tradition that make Atlantic Canada such a fantastic destination.

You'll hear firsthand from passionate tourism professionals across the region, who will share powerful insights on how authenticity, connection, and collaboration are shaping travel experiences in Atlantic Canada—offering everything from local cuisine and hands-on adventures to heritage attractions and indigenous-led hospitality.

Get ready to discover why Atlantic Canada continues to redefine what it means to experience genuine hospitality.

In this episode, you'll hear from these extraordinary leaders: * Aubrey Reine: https://www.linkedin.com/in/aubrey-reine-30913062/ * Annick Robichaud-Butland: https://www.linkedin.com/in/annick-robichaud-butland-bb436b68/ * Christy Elliott: https://balsamridgeforestdomes.ca/ * Melissa Lansing: https://www.linkedin.com/in/melissa-lansing/ * Chelsey Gould: linkedin.com/in/chelsey-gould * Olivia Morley: https://www.linkedin.com/in/olivia-morley-0a2627171/ * Judith LaBrie: ca.linkedin.com/in/judith-labrie-49a46315 * Lois Whitlock: https://wolastoqcasino.com/ * Rebecca Whiffen: https://www.linkedin.com/in/rebecca-whiffen-a89934320/ * Xavier Gauvin: https://tourismepeninsuleacadienne.ca/en/ * Jordan Jamison: https://www.linkedin.com/in/jordan-jamison-nb/ * Marcy Barnes: https://www.linkedin.com/in/marcy-barnes-8b98092b/

Authenticity is the Bedrock of Atlantic Canada's Appeal More and more, travelers crave experiences that feel genuine; not manufactured or packaged, but rooted in the real culture and history of a place. As our guests point out, Atlantic Canada captures the essence of what travelers are seeking in 2025, authenticity, connection, and a sense of place. Whether it's coastal escapes, heritage attractions, or culinary adventures, guests find themselves meeting people with deep roots and big hearts, engaged in traditions that tie them to the land and sea.

This sense of authenticity isn't just a surface feature, it's immersive and personal. As travelers become savvier, the human warmth and raw natural beauty of Atlantic Canada offer lasting impressions that go far beyond the typical tourist checklist.

Creating a Sense of Belonging The region's defining feature isn't just its scenery—it's the spirit of its people. "Family," "welcome," "authentic," and "wonderful" were the most common words repeated by various tourism professionals when asked to sum up the Atlantic Canada Showcase experience. For Annick Robichaud-Butland, the laid-back lifestyle and genuine friendliness are irresistible for those looking to escape the rushed pace of everyday life.

This communal sense goes deeper, too. Leaders like Christy Elliott from Balsam Ridge Forest Domes emphasize personal attention and the importance of treating every guest like family. At King's Landing Historical Settlement, the experience isn't just about history—it's about making personal connections that make visitors feel it's "their King's Landing, not just ours," as Melissa Lansing shares.

Across properties and attractions, the trend is clear: travelers want to feel like locals, supported by genuine interactions, community-driven partnerships, and experiences that foster a true sense of belonging.

A Cooperative Spirit Elevates the Guest Experience Atlantic Canada's tourism boom is built on a foundation of cooperation. Tour operators and destinations frequently cross-sell one another's products and services, ensuring that visitors enjoy fully-rounded itineraries and seamless transitions between provinces. For Annick Robichaud-Butland, collaborating with other receptive tour operators means providing a well-rounded itinerary and boosting economic potential for all partners.

Organizations like Explore New Brunswick also highlight region-wide cooperative marketing efforts, such as the Atlantic Canada Agreement on Tourism—a pitch that unites Newfoundland, New Brunswick, Nova Scotia, and Prince Edward Island under one friendly umbrella. This collaborative approach allows the region to punch above its weight, attracting record numbers of buyers and making Atlantic Canada a must-watch destination on the travel map.

Sustainability, Seasonality, and Personalization As travel recovers post-pandemic, Atlantic Canada is seeing dynamic changes in visitor interests. Regenerative travel, off-season exploration, culinary journeys, heritage tourism, and multi-generational trips are all on the rise. Local experts are adapting by introducing winter offerings, hands-on activities, food-and-beverage experiences, and expanding digital storytelling platforms to reach both Canadian and international audiences.

Repeat guests are increasing, with many super fans returning year after year to deepen their exploration. New partnerships, enhanced seasonal operations, and innovations—like Nordic spas and astro-tourism—are key drivers keeping the region vibrant and relevant.

Above all, Atlantic Canada consistently inspires, welcomes, and connects with travelers in ways that are both meaningful and memorable. Atlantic Canada isn't just a destination—it's a way to feel at home, no matter where you're from.

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On this episode of Destination on the Left, I talk with Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas. We will learn how top-level domains are created and what domains like Dot Vegas can do to help a brand stand out. Our conversation is informative, educational, and will give you a whole new perspective on your brand's Internet address.

What You Will Learn in This Episode: * How top-level domains (TLDs) are created and why the addressing system of the Internet matters * Why distinctive TLDs, like Dot Vegas, offer a strategic advantage for destination branding and marketing * What it takes to register your own top-level domain, including the technical, financial, and organizational requirements necessary * How geographic domains (such as .vegas, .nyc, and .brussels) can strengthen place identity and foster trust * Why cities and entrepreneurs collaborate in launching city-based TLDs, and how community endorsement is essential for successful implementation * How adopting new TLDs can make brands more memorable to prospective visitors, and help organizations stand out from the crowd

Demystifying Top-Level Domains A memorable web address is more than just a convenience, it's an essential tool for branding, discoverability, and trust. Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas, discuss how TLDs like .vegas, .paris, and .nyc can be invaluable assets for destination marketers, tourism professionals, and place branding experts.

Most consider internet domains an afterthought, but as Chris explains, they're the backbone of online connectivity. The Internet isn't a single global network—it's tens of thousands of independently operated networks that agree to connect using common protocols and a shared addressing system. Fifteen years ago, there were only a handful: .com, .net, .org, and so on. Today, there are TLDs for cities (.nyc, .paris), concepts (.guru, .xyz), and more, opening new doors for personalized branding and community-building online.

The Dot Vegas Story Dusty offers an inside look into operating Dot Vegas, which shows how a custom domain can amplify a destination's brand. Unlike some city domains, .vegas is globally accessible; anyone can register, regardless of residency. This flexibility enables local businesses, tour operators, and organizations worldwide to associate themselves with the Vegas brand, strengthening their ties to the city's renowned excitement and appeal.

Why Top-Level Domains Matter for Marketers A custom TLD isn't just a vanity URL. Operating a TLD means running a piece of internet infrastructure and directly controlling your digital address, data queries, policies, and trust signals. For marketers, there are lots of benefits:

Brand Identity: A city or region TLD immediately communicates place and can reinforce local pride.
Discoverability: Words like "weddings.vegas" are memorable, making campaigns more effective and easier to recall.
Trust & Security: A TLD operated or endorsed by local government or a trusted entity assures users of authenticity—crucial for e-commerce, municipal services, and tourism.
Data Insights: TLD operators gain visibility into traffic and usage, supporting more targeted digital strategies.

If you see ".yourcity," you can trust you're connecting with the real brand.

Top-level domains aren't just technical jargon; they're strategic marketing tools that can transform destination branding, promote community engagement, and build trust with global audiences.

Resources: * Website: https://www.icann.org/ * LinkedIn: https://www.linkedin.com/in/cmondini/ * LinkedIn: https://www.linkedin.com/in/dustin-trevino-743064a/

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On this episode of Destination on the Left, I talk with Tannis Gaffney, Chief Marketing Officer of Travel Alberta. Tannis walks us through the strategy behind Canada's wild side branding and the secret behind making their brand permeate everything they do. She shares more about Travel Alberta's collaboration with Indigenous Tourism Alberta and how that relationship has evolved, opening up new immersive cultural experiences for the right types of travelers.

What You Will Learn in This Episode: * Why Alberta chose to reposition its brand around "Canada's Wild Side" and how leaning into national identity helps the province stand out * How research on traveler sentiment influenced their messaging * How Travel Alberta encourages creativity and agility, allowing the team to rapidly jump on relevant trends and opportunities * How their partnerships are creating authentic, immersive cultural experiences for visitors * What strategies Alberta is using to attract American travelers, especially in the winter season * How Travel Alberta operates as part of a collaborative "wolf pack" ecosystem, working closely with DMOs, operators, and national partners to drive tourism growth across the province

Reimagining Alberta and Showing Off Canada's Wild Side Tannis and her team faced a dilemma familiar to many regional DMOs: international travelers often know Canada's big cities, but not its provinces. Travel Alberta strategically shifted their messaging and instead of leaning exclusively on provincial identity, they now lead with the power of the Canada brand and then highlight Alberta as its most adventurous, untamed offering.

By anchoring Alberta's appeal in both its jaw-dropping natural diversity (like six UNESCO World Heritage sites) and the undeniable warmth of its people, the new branding sidesteps "provincial" confusion, offering travelers an invitation to experience "Canada's Alberta", a place where wild landscapes meet welcoming hospitality.

Creative Agility Tannis credits much of Alberta's marketing agility to her strategic council. This monthly internal brainstorm is an incubator for spontaneous, opportunistic marketing ideas—ways to seize trends or conversations in innovative, resourceful ways.

Take "The Last of Us" TV series, filmed in Alberta. The team quickly released itineraries mapping out the show's filming locations. The response was phenomenal: a thousand percent spike in website traffic as fans sought to experience these sites in real life.

Another standout was the "Alberta's Least Liked" campaign, humorously spotlighting untouched, under-visited gems with a tongue-in-cheek video set to sad music and a sobbing moose. The effort won a creative innovation award at the Skift Global Forum and effectively helped spread tourism beyond hotspots, encouraging discovery without overburdening popular destinations.

Partnerships and Indigenous Tourism A cornerstone of Alberta's approach is genuine partnership across organizations, sectors, and communities. Travel Alberta's collaboration with Indigenous Tourism Alberta (ITA) stands out as a model. Not only do Travel Alberta and ITA share office space, but their relationship is built on time, trust, and mutual respect. ITA leads in experience development with their members; Travel Alberta amplifies their stories and ensures the right, respectful traveler connects with authentic Indigenous experiences, like the acclaimed Métis Crossing, a boutique hotel and cultural hub on the North Saskatchewan River. This partnership reflects Indigenous values of sustainability, relationship-building, and stewardship, offering a far richer, more transformative experience for visitors.

Resources: * LinkedIn Personal: https://www.linkedin.com/in/tannis-gaffney-076689/ * Website: https://www.travelalberta.com/ * LinkedIn Business: https://www.linkedin.com/company/travelalberta/ * To Be An Albertan: https://www.youtube.com/watch?v=5zzN-fV5HJM

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On this episode of Destination on the Left, I bring together three trailblazers for a candid community conversation about the heart of collaboration in the travel and tourism industry. Joining are Dave Herrell, President and CEO of Visit Quad Cities; Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance; and Sage Hamilton-Hazarika, Corridor Coordinator for the Underground Railroad Consortium of New York State.

Together, we discuss what true collaboration looks like, and the panel explores how putting trust, vulnerability, and outcomes over ego unlocks success not just in visitor numbers, but in cultural pride, reconciliation, and the preservation of stories and identity. My guests share real-life examples of cross-boundary partnerships, from bold destination branding to the creation of transformative culinary and heritage tourism experiences.

What You Will Learn in This Episode: * Why collaboration in tourism is increasingly about trust, vulnerability, and prioritizing outcomes over individual recognition * What tangible impacts true collaboration can have, from advancing reconciliation and celebrating cultural heritage to building destination resilience and social pride * How Visit Quad Cities strategically collaborates with less resourced organizations to build regional brands and blur the lines between tourism, resident attraction, and economic development * Why even small, volunteer-driven organizations can punch above their weight by leveraging partnerships for major projects * What "radical collaboration" means to the panelists, and how adopting a mindset of openness and flexibility allows for bold, innovative work * How the panelists measure the success of collaborative initiatives with a broader lens that builds community and legacy

Lessons from Destination on the Left's Community Conversation Collaboration isn't just a buzzword—in the travel, tourism, and hospitality industry, it's the engine that powers growth, creativity, and resilience. Drawing on stories from Dave Herrell of Visit Quad Cities, Rebecca Mackenzie of the Culinary Tourism Alliance, and Sage Hamilton-Hazarika of the Underground Railroad Consortium of New York State, this conversation revealed that radical collaboration means far more than sharing resources—it's about trust, vulnerability, and transcending individual mentality.

Success in this industry isn't a zero-sum game. Rather than competing, travel professionals thrive when they collaborate, lifting each other up and focusing on shared wins rather than territorialism.

Collaboration in Action: Three Inspiring Examples For Dave Herrell, collaboration is built into the DNA of Visit Quad Cities, a regional destination marketing organization spanning 58 communities across two states. Bringing together diverse municipalities, counties, and funding sources demands a strategic approach. Dave described their innovative partnership with the local chamber of commerce to develop unified branding and marketing messages for the region, intentionally blurring the lines between promoting tourism, economic development, and livability.

Rebecca Mackenzie painted a picture of taste of place, showcasing how food and drink tell powerful stories about a region's heritage. The Alliance's recent event in Nova Scotia exemplifies radical collaboration: over 12 months, culinary organizations, Indigenous tourism networks, Parks Canada, DMOs, and local operators built an immersive experience intertwining Mi'kmaq history, language, and cuisine. The event attracted visitors outside peak season and fostered social impact and cultural pride.

As the sole paid employee in a mostly volunteer-run organization, Sage Hamilton-Hazarika knows firsthand how partnership is essential for small nonprofits punching above their weight. Through collaboration with DMOs, historians, and national heritage areas, the Consortium is developing the Harriet Tubman Scenic Byway, which will connect historic sites across New York and beyond.

Radical Collaboration What does "radical collaboration" mean? My guests agreed that it is persistence—the refusal to accept 'no' as an answer, and the humility to let go of credit and control. It means doing the work, inviting new and unexpected voices to the table, and learning from every opportunity that arises. Measurement of collaborative success must consider social and environmental impacts, not just economic ones. For example, being asked to the table, deepening partnerships, celebrating local cultures, and expanding access are all signs of progress—even if your logo isn't always visible.

Resources: * Dave Herrell: https://www.linkedin.com/in/dave-herrell-57a5906/ * Rebecca Mackenzie: linkedin.com/in/rebeccaleheup * Sage Hamilton-Hazarika: https://www.linkedin.com/in/sage-hazarika-438b331a * Travel Alliance Partnership: https://travelalliancepartnership.com/

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On this episode of Destination on the Left, I talk with Greg Star, Founder of Driven Authentic Branding Solutions, who shares how he helps destinations stand out using LinkedIn. He discusses why it is important to lean into thought leadership posts both for the company profile and the people who work there. Greg shares some real-life examples of results that his clients are seeing and how you can identify your content pillars and find your voice.

What You Will Learn in This Episode: * How Greg's personal journey reshaped his outlook on business and inspired the launch of his latest company * Why elevating both personal and company brands on LinkedIn is critical for industry reputation and business growth * What makes personal LinkedIn posts eight times more engaging than company page posts * How tourism professionals and executives can use LinkedIn to generate inbound leads and deepen current client connections * Finding your authentic voice and consistently creating compelling LinkedIn content * Why consistency matters more on LinkedIn than posting daily, and how this steady rhythm builds trust and visibility * How commenting thoughtfully on industry posts can dramatically increase your reach and position you as a leader in your field

The Overlooked Power of Personal LinkedIn Profiles Most organizations pour time and money into building their company LinkedIn pages. But as Greg points out, you get eight times more engagement from a personal post than a company post. Yet, less than 10% of travel industry professionals actively post on LinkedIn.

Company pages do have a role, but it's the people—sales directors, CEOs, and destination marketers—who bring brands to life on LinkedIn. The attention should be on maximizing the personal profiles of the people behind the organization because that is what's going to move the needle the most for DMOs.

Telling Your Brand Story: Content Pillars and Practical Examples Most people struggle with what to post or worry about sounding too self-promotional. Greg simplifies content creation with the content pillars approach: define three to five topics you're passionate about, whether it's industry trends, personal growth, customer wins, or behind-the-scenes stories. Posts can be brief, and three to six sentences are often enough.

When you're thinking about what to post:

Break down real conversations: What do you say to prospects over coffee? Each point can be its own post.
Share stories, not just stats: Humanizing your message attracts more engagement and builds connection.
Don't reshare, add your voice: Rather than simply reposting, offer your perspective on company updates or industry news.
Comment strategically: Thoughtful comments on others' posts can boost your profile—sometimes even more than your own posts.

Greg recommends aiming to post one to three times a week. Consistency is more important than volume, and the key is making LinkedIn content a regular part of your work routine.

Don't underestimate the impact your personal story and insights can have on your career, and on your destination's growth and reputation. The world wants to know what makes you (and your place) awesome, so start sharing!

Resources: * Website: www.drivenbranding.ai * LinkedIn: https://www.linkedin.com/in/greg-star-5911b562/

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On this episode of Destination on the Left, I’m taking you behind the scenes of my own year-end planning process. As we look ahead to 2026, I’ll walk you through how I reflect on the past year, celebrating what worked, identifying lessons learned, and checking in on both team and personal well-being. I share everything from my practical planning frameworks and financial benchmarks to trend forecasting and tips for creating a collaborative culture.

What You Will Learn in This Episode: * Why intentional reflection and bold, future-oriented questions are essential for setting effective priorities and ensuring organizational growth * What emerging trends mean for travel, tourism, and hospitality planning in 2026 * How I use practical financial benchmarks and department-level planning to ensure the organization is ready for upcoming challenges and opportunities * Why operationalizing collaboration by setting clear roles, goals, budgets, and documented processes moves it from a “nice to have” to a real strategic advantage * What steps you can take to engage your whole team in the visioning and planning process to create greater buy-in and drive results * How you can use my 2026 planning checklist and reflection questions to set your organization up for long-term success

Begin with Genuine Reflection Before plotting the future, it’s crucial to anchor your plans in a clear-eyed assessment of the present and recent past. It’s so important to reflect on accomplishments, goal progress, team health, and personal leadership. I ask myself and my team a few probing questions:

What did we accomplish this year?
Where did we fall short and why?
Are our people thriving, or stretched thin?
How is my own mental wellbeing impacting my leadership?

These multi-level reflections ground the planning process in reality and provide the learning needed to improve both professionally and personally. Regularly scheduled interviews—such as “stay interviews” with staff—help surface the reasons your team members stay and opportunities for positive change.

Industry Trends and Future Readiness How well are you anticipating and responding to the shifts in your sector? It’s critical to keep abreast of evolving trends—such as the rise of sustainability and regenerative tourism, persistent workforce challenges, and technological advancements like AI and digital personalization. Simultaneously, there’s a noticeable trend toward travelers seeking meaningful, off-the-beaten-path experiences, as well as a movement to “unplug” and seek present-moment enjoyment.

Empowering Your Team Planning isn’t a solo exercise. At TAP we use a bottom-up approach: each department creates and presents their strategic plans, which are then built into broader company goals. Our annual team retreats blend strategic planning, culture-building, and a lot of fun ensuring everyone plays a role in shaping the future. We foster a sense of ownership among team members at all levels, after all, when everyone is involved, energy and commitment to the plan dramatically increase.

I want to leave you with this challenge: What role will collaboration play in your 2026 plan, and how will you operationalize it to drive real results—not just good intentions?

Resources: * Collaboration Research: https://travelalliancepartnership.com/how-we-help/education/research/

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On this episode of Destination on the Left, I talk with Jason Nies, proprietor of the renowned Inn at Honey Run, and LaVern Hershberger, Vice President of Homestead Furniture. This week’s show takes us to the heart of Ohio’s Amish country, where we dive into a truly unique partnership: The Inn at Honey Run’s iconic Club Level Honeycombs—rooms built into the hillside—are set for a major redesign with Homestead Furniture leading the transformation. Jason and LaVern share the story of how their professional paths crossed through local tourism efforts, their shared mission to honor the area’s heritage while staying relevant, and how their businesses are making an impact far beyond their own walls by referring guests to one another.

What You Will Learn in This Episode: * Why both companies are focused on staying relevant to new generations of customers while remaining true to their roots and values * What makes Homestead Furniture stand out in the Amish furniture industry * How the redesign of the Inn at Honey Run’s Club Level Honeycomb rooms will offer guests twelve distinct themed experiences to appeal to diverse visitor preferences * Why community collaboration and participating in local tourism committees have been a catalyst for business innovation and personal connection in Holmes County * How tourism and destination marketing directly impact both the resort and furniture business, creating a full-circle relationship where each refers customers to the other and enhances the local economy * LaVern and Jason’s advice on making partnerships work, including the importance of aligned values and trust in each other’s expertise

Staying Relevant in a Changing Landscape Both the Inn at Honey Run and Homestead Furniture have deep roots in their community—Jason as the inn’s third owner and LaVern as part of Homestead’s third generation. But remaining core to your brand while evolving to meet modern tastes is a challenge. By integrating contemporary designs and offering full customization, Homestead ensures their craftsmanship appeals to both long-standing customers and a new, design-savvy generation.

Jason describes The Inn at Honey Run as “not an Amish country experience” in the traditional sense, but rather “an affordable luxury getaway” located in natural beauty, complete with unique hillside Honeycomb rooms, an award-winning restaurant, and an open-air art museum. By continuously refining the inn’s offerings, Jason is setting a new standard for rural luxury and authenticity.

A Vision for Diverse, Immersive Stays At the heart of this collaboration is the Honeycomb Homecoming project, a complete reimagining of The Inn at Honey Run’s signature Honeycombs—earth-sheltered suites built into a hillside and renowned for privacy and natural immersion.

What makes this project groundbreaking is its approach to guest experience. Each of the 12 Honeycomb rooms will be uniquely themed, offering distinctive moods, decor, and even scents to transform the atmosphere. Thanks to the partnership with Homestead, guests will soon be able to choose their ideal ambiance, whether rustic, coastal, mid-century, or traditional, along with the highest level of Amish craftsmanship.

Creating a Destination, Not Just a Stay The connection between The Inn at Honey Run and Homestead Furniture extends beyond their immediate partnership. Both Jason and LaVern are actively involved in local tourism development, serving on the chamber’s tourism committee to promote Holmes County while preserving authentic Amish culture. Their partnership reinforces Holmes County’s status as a top tourist destination in Ohio, attracting visitors eager to escape city life and immerse themselves in natural beauty.

The collaboration is full circle; visitors drawn by Homestead’s reputation for quality design are guided to stay at the inn, while hotel guests experience Homestead’s work firsthand, perhaps inspiring a furniture investment of their own.

Resources: * Website: https://www.homesteadfurnitureonline.com/ * Website: https://www.innathoneyrun.com/

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On this episode of Destination on the Left, I talk with Andrea Ross, Business Advisor & Executive Coach for Travel Entrepreneurs, all about what it takes to build a successful business in the travel, tourism, and hospitality industry. She explains why focusing on enterprise value and enterprise health is hugely important and why you should not only know what success means to you, but also know how to track it. We also dive into the three key areas that businesses should focus on: financials, process and procedures, and their team.

What You Will Learn in This Episode: * How Andrea built a successful travel and tourism business in Southeast Asia by bootstrapping a bed and breakfast, launching a tour company, and ultimately scaling operations across several countries * Why business owners must create their own vision and business model * What enterprise value and enterprise health mean for travel businesses, and why focusing on these is essential for day-to-day operations and long-term sustainability * How business owners can assess the health of their company, build a roadmap for growth, and differentiate between working on what’s urgent versus what’s important * Why financials, processes and procedures, and team development are the three most common areas where travel businesses should focus to improve their enterprise health * How developing strong leadership, empowering team members, and building the right organizational structure can give owners more freedom and drive business success * What steps Andrea recommends for business owners who want to understand their financials better, even if numbers aren’t their strong suit, and how to leverage resources and networks to build financial literacy

Core Success Principles in the Travel and Tour Industry One of the biggest challenges Andrea highlights is the sheer variety of business models in travel and tourism. With tour operators, DMOs, DMCs, and FITs, each with unique structures, founders are often left to chart their own course. Overarching business principles still apply: passion, dedication, clear vision, and hard work are the fuel for any successful enterprise—regardless of geography or sector.

Knowing your market, defining your unique value, and setting clear, achievable goals are all foundational. Andrea encourages business owners to continually ask: “What does success look like for me, and how am I tracking that?”

Treat Your Business as an Asset A recurring pitfall is failing to view your business as the major asset it is. Many travel business owners pour years of effort and substantial financial resources into their companies, but neglect to plan for the long game. They’re not running their organization so it can be handed over, acquired, or at least run independently of their daily presence.

Andrea advocates setting a clear vision to build flexibility and freedom into the business. Whether your goal is acquisition, succession, more time to travel, or simply reducing burnout, only a defined destination can chart the course. And, critically, this vision should evolve with you.

Three Pillars of a Healthy Travel Business Andrea identifies three areas where travel businesses most often need shoring up:

Financials: Clean, timely reporting, a growth pro forma, and cash flow planning are essential, especially in an industry marked by seasonality and complexity.
Processes & Procedures: Too many companies operate with critical knowledge trapped in someone’s head. Andrea recommends mapping your customer journey and using tools (like Tango AI) to document workflows, templates, and best practices so anyone can step in when needed.
The Team: Your people determine your company’s fate. Leaders have to empower teams, develop leadership so urgent problems aren’t always landing on their plate.

As Andrea says, “work on what’s important, not urgent”. Step back from daily fires and focus on what matters for long-term health. Set a vision, track progress, and work on big picture issues rather than constant firefighting.

Resources: * andrea@cultivateadvisors.com * www.kaanect.life * Health and Value Assessment * Tango AI * Customer Journey Template

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On this episode of Destination on the Left, Florence Li, Director of International Development for Songtsam Resorts, shares how her family-owned luxury boutique hotel collection has built its reputation by opening hidden doors to remote destinations in Tibet and Yunnan. She explains how Songtsam differentiates itself by offering immersive cultural experiences, empowering local communities through creative staffing solutions, and staying deeply committed to sustainability. Florence also highlights how the brand’s mission to preserve Tibetan culture and protect the environment resonates with today’s travelers seeking meaningful, soul-connected journeys.

What You Will Learn in This Episode: * How Florence’s personal journey in hospitality prepared her to help grow Songtsam’s international presence * Why Songtsam positions itself as a “soft adventure” brand that connects travelers to remote and spiritual destinations * The creative approach Songtsam uses to train and empower local staff in small villages * Why cultural preservation, job creation, and environmental protection form the backbone of Songtsam’s sustainability mission * How partnerships with educational organizations have expanded opportunities for cultural exchange * The ways Songtsam is responding to trends in wellness, niche experiences, and post-COVID travel behaviors * Exciting new projects, including winery hotels and upcoming properties in Kunming and Lhasa

Opening Hidden Doors: Immersive Travel in Remote Regions Songtsam’s lodges are designed to do more than provide a luxury stay — they immerse travelers in the cultural and natural landscapes of Tibet and Yunnan. Set along the storied Tea Horse Road, each property invites guests to step into a world of tradition, heritage, and connection. Florence explains how Songtsam’s “soft adventure” approach gives visitors the chance to engage deeply with local communities, from hands-on crafts to spiritual exploration.

For seasoned travelers who crave meaning as much as comfort, this blend of cultural authenticity and refined hospitality opens doors to experiences that feel both rare and transformative. Florence reveals why more people are seeking out these off-the-beaten-path destinations — and how Songtsam has positioned itself to meet that growing demand.

Empowering Local Communities Through Creative Staffing Solutions One of the most inspiring aspects of Songtsam’s story is its commitment to employing and empowering people from the villages surrounding its properties. Florence acknowledges the challenges of building a world-class hospitality team in places where many residents have little formal education or exposure to global travel. Yet what could have been a limitation became an opportunity for innovation.

By finding creative ways to train staff — including trips to see luxury hotels abroad — Songtsam helps local employees gain confidence and skills that transform not only their careers but their communities. Florence shares powerful stories of villagers who have become hotel managers, and how this model has kept jobs, income, and pride rooted in places that might otherwise lose their youth to the cities.

Sustainability as a Core Commitment For Florence and Songtsam, sustainability isn’t a program; it’s a philosophy that shapes every decision. She describes a three-part approach that balances cultural preservation, job creation, and environmental responsibility. From reviving ancient handicrafts through guest experiences to reducing plastic waste and operating Tibet’s first low-carbon hotel, Songtsam demonstrates how tourism can be both luxurious and mindful.

Wellness is another key dimension of their vision. Drawing on Tibetan healing traditions, Songtsam incorporates meditation, yoga, and natural ingredients into guest experiences that nourish both body and spirit. Florence invites listeners to consider how sustainability and wellness can go hand in hand — not just as trends, but as guiding principles that enrich travel for both visitors and host communities.

Resources: * Website: https://www.songtsam.com/en * LinkedIn Personal: https://www.linkedin.com/in/florence-li-87168b184/ * LinkedIn Business: https://www.linkedin.com/company/songtsamgroup/ * Email contact: info@songtsam.com

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On this episode of Destination on the Left, I talk with Susan Robertson, Possibility Architect at Sharpen Innovation and Harvard instructor. Susan shares why so many of us lose our sense of imagination as we grow up and how we can get it back by embracing curiosity and being open to mistakes. We also discuss how even the wildest brainstorming ideas can lead to real breakthroughs and role-play through a few examples to demonstrate that creativity isn’t just for artists; it’s something we can all tap into to spark fresh ideas.

What You Will Learn in This Episode: * How Susan Robertson transitioned from a career in consumer packaged goods marketing to becoming a leading expert in creative thinking and innovation * Why many adults lose their sense of creativity as they mature, and what neuroscience and research reveal about unlearning imagination and originality * What common mental roadblocks, like negativity bias and “yes, but” thinking, prevent teams and individuals from generating new ideas and how to overcome them * How Susan’s GPS (Great Problem Solving) methodology can be applied to brainstorming sessions to unlock more creative and practical solutions * Why embracing divergent (expanding) and convergent (narrowing) thinking is essential for effective ideation and problem solving during group sessions * What practical techniques you can use to encourage wild ideas in brainstorming, and how to turn seemingly “crazy” thoughts into innovative, actionable outcomes * How replacing judgmental language with open-ended “how might we” questions improves collaboration, sparks better ideas, and leads to breakthrough results

How Negativity Bias Sabotages Innovation Internal psychology, not lack of talent, is often the biggest barrier to fresh thinking. Susan points to our shared cognitive biases, especially “negativity bias,” as a prime culprit. This is the tendency for negative experiences or feedback to have a greater impact on our thoughts and behaviors than positive ones.

In a group or brainstorming session, this bias often emerges as “yes, but” thinking. Someone suggests an idea, and the immediate response is to agree superficially while pointing out flaws, the “yes, but” that immediately follows. The thing is, though, if you’re never willing to be wrong, you’re never going to try anything different or imagine anything that doesn’t exist, shooting down the impractical points right away can stifle the kind of out-of-the-box thinking needed for innovation.

Transform Brainstorms into Breakthroughs Susan shares a solution in the form of her GPS methodology, which stands for Great Problem Solving. Here’s how it works:

List What’s Great – When an idea is proposed, first focus on what’s interesting, valuable, or potentially exciting about it, even if the idea seems wild or impractical, make a detailed list of these positives.
Frame Problems as Opportunities – Instead of jumping to objections, articulate any concerns as “How might we…?” or “How can we…?” questions. For instance, if an idea seems too expensive, avoid the instinctive “That will cost too much!” Instead, ask, “How might we make this more affordable?”
Iterate and Combine – Use this list of positive elements and problem-solving questions to evolve the idea. Change as much as needed to address concerns, while preserving what’s new and valuable.

Sparking Wild Ideas or the “Get Fired” Technique To truly innovate, sometimes you have to go wild on purpose. Susan’s favorite technique is to ask everyone to suggest a solution so extreme they’d be fired if it were ever implemented. These over-the-top ideas get creative juices flowing and give psychological permission to break free from conventional limits.

Once those “get fired” ideas are out there, use Susan’s GPS (Great Problem Solving) method to extract their most intriguing or practical elements and rework them into real-world solutions.

Susan recommends making a clear distinction between two modes in group innovation: divergence (generating many wild and varied ideas) and convergence (narrowing down and selecting the best options). By keeping these phases separate—and signaling to the group which mode you’re in—you encourage participation and avoid shutting down ideas prematurely.

Resources: * LinkedIn: https://www.linkedin.com/in/susanrobertson/ * Website: https://www.susanrobertsonspeaker.com/

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On this episode of Destination on the Left, I talk with our summer intern, Nathan Oyer, who’s about to head back to Binghamton University. In this episode, you’ll hear a candid introduction with Nathan about his experiences as a TAP intern, then we’ll dive right into the training session Nathan led for our team. He shares his insights and research on what makes Gen Z tick, from their love of authentic marketing to the language and wellness trends driving their travel decisions.

What You Will Learn in This Episode: * Why understanding the differences between generations is key when crafting messages and campaigns aimed at Gen Z versus Millennials, Gen X, or Boomers * What makes Gen Z unique as consumers, including their desire for relatable, authentic, wellness-oriented experiences * How language and slang can both help and hinder brands when communicating with Gen Z * Why relatability, authenticity, and micro-influencers now matter more than celebrity endorsements when engaging with Gen Z audiences * What role wellness plays in Gen Z’s travel and purchasing decisions, and how destinations and brands can tap into this trend * How Gen Z views and responds to cancel culture and why transparency and a willingness to learn from mistakes are so critical

Bridging Generational Gaps in Tourism Marketing To market effectively, it’s essential to understand the context and experiences that have shaped each generation. Nathan outlined a generational roadmap, from Baby Boomers who value face-to-face connections, paper mail, and research-driven marketing—all the way to Gen Z, born between 1995 and 2009.

Unlike previous generations, Gen Z grew up with technology at their fingertips. They’re digital natives, expect user-friendly web interactions, and are famous for their short attention spans. Where Millennials (born 1980–1994) might be drawn to nostalgia and Instagram, Gen Z’s heart belongs to TikTok, Snapchat, and real-time, less-curated microcontent.

Slang to Improve Storytelling One playful, but important, aspect discussed was slang. Gen Z’s ever-evolving language isn’t just about new words; it’s a reflection of community, humor, and relatability. Nathan led the TAP team through some current favorites (like “NPC,” and “no cap”), but did share a word of caution that slang is tricky territory for brands. Using slang can humanize a brand and make content pop, but if brands try too hard or use trends after their expiration date, they risk coming across as “cringe” (Gen Z’s word, not ours).

Wellness, Sustainability, and Social Responsibility Wellness isn’t just a trend for Gen Z, it’s a lifestyle. They’re proactive about their mental and physical health, seeking out travel experiences that contribute to self-care and well-being. When looking for ways to engage Gen Z travelers there are lots of opportunities around trips like spa retreats, vegan experiences and sustainable stays. To connect with Gen Z, brands have to blend strategy with sincerity: adopt the right language, stay up to date with trends, and continuously center authenticity and purpose.

Resources: * Website: https://travelalliancepartnership.com/ * LinkedIn: https://www.linkedin.com/in/nathanoyer/ * Slides: https://travelalliancepartnership.com/wp-content/uploads/2025/09/PESO-101-Speak-Their-Language.pdf

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On this episode of Destination on the Left, Mike Testa, President & CEO of Visit Sacramento, describes how his destination has diversified their focus to include festivals and events, sports, leisure markets, and culinary. He explains how positioning themselves as America’s Farm to Fork Capital has paid dividends, including booking a 10-year contract to host the Terra Madre Americas convention. Mike also discusses why tourism is not for tourists and how that plays into action through Visit Sacramento’s work and community partnerships.

What You Will Learn in This Episode: * Why Mike’s long tenure at a single DMO has given him unique insights and influence in the community * How Sacramento’s diversification from meetings and conventions to include festivals, sports, leisure, and culinary events has dramatically grown annual room nights and economic impact * What motivated Visit Sacramento to claim the title of America’s Farm to Fork Capital * How Visit Sacramento secured high-profile events like the Tower Bridge Dinner and attracted the Michelin Guide to the city, to cement its reputation as a food destination * Visit Sacramento’s focus on quality of life for residents, and drives deeper community partnerships * Strategies Mike and his team have used to build relationships with local leaders and partners * How successful event hosting, like the Aftershock Music Festival, has opened doors for additional festivals and conventions

Building a New Identity: Sacramento’s Creative Leap When people think of top destinations in California, their minds often go straight to San Francisco, Los Angeles, San Diego, or Napa. Sacramento—the state’s capital—rarely makes the “must-visit” short list. But as Mike Testa, President and CEO of Visit Sacramento, explains, that’s exactly why his team has spent the last several years shaking up expectations and positioning Sacramento as a destination worthy of national and international attention.

Mike’s approach to make noise, drive results, and never be satisfied with the status quo. When the pandemic hit, instead of waiting it out, Visit Sacramento doubled down on innovation by diversifying its room night sources and investing heavily in outdoor events, festivals, sports, and especially its burgeoning culinary scene. The payoff has been nothing short of remarkable.

America’s Farm-to-Fork Capital Sacramento sits in the heart of fertile farmland, growing everything from sushi rice to 80% of the nation’s caviar. But it wasn’t until a local chef pointed out the city’s unique agricultural advantage that Mike and his team realized: Sacramento had a rock-solid, authentic claim to the title America’s Farm-to-Fork Capital.

Visit Sacramento set out to build signature experiences, like the renowned 800-person Tower Bridge Dinner (a highlight that sells out in seconds), a Michelin Guide presence (Sacramento became only the fifth U.S. city to earn this distinction), and a thriving roster of food and wine festivals. Topping it all off, the city soon hosts the inaugural Terra Madre Americas, a massive international celebration of slow food previously held only in Italy, for which Sacramento was selected as the North American host in a 10-year deal.

Putting Community First At the heart of Visit Sacramento’s strategy is a simple, resonant principle: “Tourism is not about the tourists. It’s about improving the quality of life for the people who live here,” Mike emphasizes.

This community-first approach runs deep. It means demonstrating the value of tourism to local officials and residents not just through economic statistics, but by contributing to civic life and showing up for critical community projects, events, and diverse groups.

Resources: * Website: https://www.visitsacramento.com/ * LinkedIn Personal: https://www.linkedin.com/in/mike-testa-1082673/ * LinkedIn Business: https://www.linkedin.com/company/sacramento-convention-&-visitors-bureau/ * Attracting International Brands to Your Destination, with Mike Testa

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On this episode of Destination on the Left, I talk with Christopher Hill, Founder of Hands Up Holidays. Christopher takes us inside his journey from a career in finance to launching a travel company focused on eco-luxury family volunteer vacations. In our conversation, Christopher shares the story behind Hands Up Holidays, and we discuss the company’s focus on family and ethical travel with a holistic approach that ensures each journey leaves a positive impact on local communities and their visitors.

What You Will Learn in This Episode: * How Christopher built Hands Up Holidays by combining luxury travel with meaningful volunteer experiences * Why personal interaction with local communities and hands-on volunteering create transformative travel experiences for both guests and host communities * How Christopher creates consistency across marketing and delivery * How Christopher’s business model evolved to focus on families and why inspiring the next generation of world changers has become a core part of his mission * Why building strong, direct relationships with local communities and ground partners was essential before launching the business * How Hands Up Holidays curates unique, customizable trips that blend giving back with sightseeing and adventure * Hands Up Holidays’ collaborations with nonprofits, DMCs, travel agents, and brands like TOMS, and why shared values are key to their effective partnerships

The Foundation of Responsible Tourism Launching Hands Up Holidays wasn’t a matter of spinning up a website and sending travelers abroad. Christopher spent two years building relationships with communities worldwide. He sought firsthand knowledge—not just through professional networks, but by traveling, listening, and consulting directly with prospective partners. His approach was, and still is, to ask communities what they need, ensuring that volunteer efforts are genuinely beneficial and welcomed.

Luxury, Family Focus, and Holistic Sustainability Christopher identifies three powerful differentiators that have contributed to Hands Up Holidays’ success:

Luxury with a Purpose: Targeting high-end travelers with a philanthropy-based model, the company opens doors for those seeking to give back without sacrificing comfort. Hands Up Holidays redefines the luxury experience to include ethical action.
Family-Focused Experiences: Although originally aimed at professionals, Hands Up Holidays soon shifted focus to catering to families, especially those eager to foster gratitude and a sense of global citizenship in their children.
Holistic Sustainability: Their approach isn’t just about volunteering; it encompasses eco-friendly lodging, organic and local food, energy-efficient travel, and exclusively local guides. This creates a well-rounded, responsible travel experience.

Collaboration and Alignment Collaboration—with communities, nonprofits, destination management companies (DMCs), and even other travel agencies—is central to Hands Up Holidays’ success. Christopher shares examples from major partnerships, like working with TOMS Shoes and a skateboard company to create impactful experiences in South Africa. The key ingredient for successful collaborations is shared values, and Christopher highlights that the most fruitful partnerships arise from aligned missions.

Resources: * Website: https://handsupholidays.com/ * Instagram: https://www.instagram.com/handsupholidays/

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On this episode of Destination on the Left, I talk with Camille Zess, Vice President of Growth at TAP, who brings 14 years of wide-ranging expertise in digital strategy, website development, email marketing, and the ever-evolving world of AI. We discuss the “Owned” media segment of Gini Dietrich's PESO Model—your website, blog, email marketing, and other assets you have complete control over. Camille shares practical tips on evaluating and optimizing these owned channels, from knowing when it’s time for a website refresh to the power of blog audits and list segmentation. Our discussion also explores emerging trends, such as adapting your content strategy for AI-driven search and leveraging print collateral in creative ways.

What You Will Learn in This Episode: * Why owned media (websites, email marketing, blogs) serves as the foundation for effective marketing plans * Steps Camille recommends for evaluating and enhancing your owned assets * How segmentation and personalization in email marketing can help target different audience groups more effectively * Why regular content audits ensure your owned channels remain timely, relevant, and aligned with your strategic goals * What role emerging trends like AI and generative engine optimization (GEO) play in shaping how destinations should develop and share owned content * How to measure the success of owned media tactics using key performance indicators in Google Analytics

Owned Media as the Cornerstone of the PESO Model The PESO Model, originally developed by Ginny Dietrich, stands for Paid, Earned, Shared, and Owned media. While all four elements are essential for a comprehensive integrated marketing strategy, owned media is often the foundation upon which the other components are built.

Unlike paid placements or earned coverage, owned media provides total control over your messaging, branding, and audience engagement. For travel and tourism organizations, this means shaping the narrative around your destination, attraction, or service without being subject to algorithms, editors, or third-party platforms.

Websites, Emails, and Blogs The best place to start is with the basics: website, email, and blog. Each serves a dual role as both a direct communication channel and a central hub for integrating with your other PESO tactics.

Website: Your digital home base. Every few years, assess its usability, content, and technology to ensure it supports both visitors and your staff. If you avoid using your own website in campaigns, that’s a red flag that shows it’s time for a revamp.

Email Marketing: A direct pipeline to your audience. Focus on growing your list, increasing engagement, and experimenting with segmentation for better targeting, such as creating a local list for residents interested in exclusive offers.

Blog: An SEO powerhouse and evergreen content resource. Use it to highlight key assets, answer frequently asked questions, share itineraries, and drive authority on topics that matter to your audience.

Integrating Owned with the Wider Plan Though the acronym reads PESO, starting with “paid” isn’t always the most effective. As Camille points out, TAP often leads with owned or earned tactics because they form the content backbone for everything else; paid campaigns merely amplify what’s already working.

When planning, review your owned assets alongside your brand positioning and audience goals. Consider where gaps exist, such as organizations not yet doing email marketing (and wanting to drive repeat visitation) or those needing advanced tactics like personalized content and tailored landing pages for lead generation or ticket sales.

Resources: * https://spinsucks.com/communication/peso-model-comprehensive-guide/ * Website: https://travelalliancepartnership.com/ * LinkedIn Personal: https://www.linkedin.com/in/camillezess/ * LinkedIn Business: https://www.linkedin.com/company/tapintotravel/

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On this episode of Destination on the Left, I talk with Adrienne Currie, Community & Marketing Manager at TAP, and Brittany Lynn, Senior Account Manager at TAP for the third installment of a special four-part series exploring the PESO Model—a framework designed by Gini Dietrich for creating integrated marketing plans that drive results in the travel, tourism, and hospitality industry.

Our conversation shines a spotlight on the “S”—shared media, and Adrienne and Brittany dive into the strategies behind creating impactful social media campaigns, from identifying your target audience to understanding the value of different platforms and building trust through authentic connections.

What You Will Learn in This Episode: * How Brittany and Adrienne use the PESO Model to build integrated marketing plans for travel, tourism, and hospitality clients * Why knowing your target audience and campaign goals is crucial before choosing the right shared media tactics * What goes into developing an effective social media strategy, including content planning, engagement, and the use of hashtags and tagging partners * How to select and evaluate the best shared media platforms based on audience demographics, campaign objectives, and available resources * Why content pillars matter for organizing and delivering valuable, engaging, and brand-aligned social content * What emerging tactics Adrienne and Brittany are watching, such as leveraging organic posts as paid media and the value of platforms like Pinterest, YouTube, and other social channels * How measurement and analytics inform ongoing social strategy and why continual reassessment and adjustment lead to stronger results

Integrating Shared Media into the PESO Model for Travel Marketing The PESO Model, Paid, Earned, Shared, and Owned media, is an integrated framework for crafting holistic marketing strategies. Shared media focuses on channels where content is disseminated and interacted with through social platforms and other collaborative online spaces.

Brittany Lynn describes the shared portion as “the how”, where strategy and messaging meet real-world execution. It’s all about knowing your audience, setting campaign goals, and determining communication tactics such as content cadence, use of hashtags, partner tagging, and the kind of engagement you want to inspire. The foundation, according to Brittany, is investing the time upfront to truly define who you’re speaking to and what you want to achieve long before you begin posting.

Adrienne Currie adds that, especially within smaller or mid-sized organizations with limited bandwidth, it’s crucial to focus on one platform and really master it before expanding. Knowing which platform best reaches your audience and aligns with your objectives (think Pinterest and YouTube for evergreen content, or Instagram for visual storytelling) is key.

Building a Strategic Shared Media Plan Rather than chasing every trending platform, Brittany and Adrienne advise starting by auditing current channels. Understand which platforms your target audience uses, what types of content perform best, and how those channels are furthering your goals. If you inherit a client’s existing channels, Brittany recommends a critical evaluation: Are you amplifying the right messages, at the right frequency, and in the right tone? Is your existing presence consistent with your brand strategy?

Adrienne details TAP’s use of content pillars—groupings like education, industry news, community updates, and promotion—to ensure content isn’t just promotional but genuinely provides value. She cautions against making every post a sales pitch: “You want to be offering some value and building that relationship with your followers.” This approach keeps your audience engaged and fosters trust, especially important in the travel and tourism business.

How to Know If Your Shared Media Works Brittany loves digging into analytics, suggesting a focus on metrics like engagement, clicks, views, comments, and shares. She sees data points not just as numbers, but as storytelling devices, as each metric helps paint the picture of how your audiences are responding to your content. Regularly revisit your foundational goals, if engagement lags, experiment with content format, tone, or posting frequency.

Social strategies should be living documents, adaptable as feedback and metrics roll in. Adjust as needed. Don’t be afraid to tweak or pivot entirely if something isn’t working.

Resources: * https://spinsucks.com/communication/peso-model-comprehensive-guide/ * https://travelalliancepartnership.com/ * https://www.linkedin.com/in/adrienne-currie-23117b33/ * https://www.linkedin.com/in/brittanyklynn/ * https://www.linkedin.com/company/tapintotravel/

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On this episode of Destination on the Left, I talk with Colleen Onuffer for the second installment of a four-part series exploring Gini Dietrich's PESO Model—Paid, Earned, Shared, and Owned media—in integrated marketing. Colleen shares more about earned media: what it is, why it’s critical for building credibility, and how organizations in the travel, tourism, and hospitality industry can use it to tell their story more powerfully. From collaborating with influencers to maximizing media placements, she explains how earned media fits into the bigger picture and interacts with other parts of the PESO framework.

What You Will Learn in This Episode: * How Colleen Onuffer defines earned media and why it is considered more credible and trustworthy by consumers compared to paid and owned channels * Why the Peso Model is essential for creating an integrated and effective PR strategy, and what the interconnections are between paid, earned, shared, and owned media * How to approach strategic PR planning, including the importance of starting with research, setting clear goals, and understanding your audience * What types of earned media tactics Colleen recommends for destination marketers, including media relations and influencer partnerships * How emerging trends like artificial intelligence (AI), podcasts, and the rise of micro and niche influencers are shaping the landscape of earned media * Why measurement and the Barcelona Principles are so critical for PR success, and how to plan up front to track the true impact and quality of earned placements * How to start small, leverage multi-channel opportunities, and set yourself up for measurable success

How Earned Media is Different from PR Destination marketers know that cutting through the noise to reach travelers is harder than ever. In a world saturated with content and advertising, earning trust and attention calls for a sophisticated mix of strategy, storytelling, and smart tactical planning. We’re discussing the critical “E”—Earned Media—in the integrated PESO model this week.

The Value and Challenge of Earned Media Earned media is any publicity gained through organic means rather than paid advertising. Unlike owned or paid channels, it’s the result of others—media outlets, influencers, travelers, or even locals—talking about your destination. Think press coverage, travel blogger posts, influencer recommendations, glowing TripAdvisor reviews, or enthusiastic social shares.

Colleen emphasizes that earned media carries higher trust among consumers. Because earned media is not paid for by a brand directly, it’s often perceived as more credible or trustworthy by consumers. Mainly because brands don’t control the message. Unlike owned or paid media, where the brand is the voice, earned media relies on the voices of others to push the brand or narrative. It’s both valuable and vulnerable—a product of relationships, storytelling, and a bit of risk-taking.

Creating an Earned Media Strategy It’s tempting to jump straight to pitching, press trips, or influencer outreach. But effective PR starts with strategic foundations. Colleen recommends that travel marketers:

Define Their Positioning: What’s the unique appeal or challenge your destination faces?
Unlock Insights Through Research: Deeply understand audience motivations, needs, and media behaviors.
Set SMART Goals: How many placements? What kind of coverage, and where? Do you want to attract a niche or mass audience?
Build Audience Personas: Understand their pain points, decision-making process, and where they seek inspiration.

With these insights, your earned media initiatives—whether hosting writers, partnering with content creators, or launching brand ambassador programs—are more likely to land meaningful, measurable results.

Resources: * https://spinsucks.com/communication/peso-model-comprehensive-guide/ * Website: https://travelalliancepartnership.com/ * LinkedIn Personal: https://www.linkedin.com/in/colleenonuffer/ * LinkedIn Business: https://www.linkedin.com/company/tapintotravel/

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On this episode of Destination on the Left, I talk with Colleen Senglaub, Digital Account Manager at TAP, for the first installment of a four-part series exploring the PESO Model—a foundational framework designed by Gini Dietrich for integrated marketing plans in travel, tourism, and hospitality. We dig into the “P” of PESO—Paid Media. Colleen shares her expertise on digital advertising, breaking down today’s must-have channels, including Meta (Facebook and Instagram), Google, programmatic, and connected TV campaigns. They also touch on emerging platforms like Pinterest and TikTok, offering fresh ideas for reaching key audiences.

What You Will Learn in This Episode: * How Colleen develops paid digital marketing plans using the PESO model and why this strategic framework helps destinations choose the right mix of paid, earned, shared, and owned tactics * Why goal-setting and understanding your audience are foundational before selecting digital advertising channels and campaign types * What considerations go into selecting paid media channels, including Meta (Facebook/Instagram), Google, programmatic connected TV, Pinterest, and TikTok, and why asset type and audience preference play a critical role * How audience targeting and campaign automation are evolving (especially on Meta), and why maintaining control over audience selection is more important than ever * What retargeting is in digital advertising, how it can be used effectively for tourism marketing, and why monitoring ad frequency matters for guest experience * How to approach measurement, including setting the right KPIs, using industry benchmarks, and making ongoing campaign optimizations to ensure campaign success

Maximizing Your Travel Marketing Impact with the PESO Model: Paid Media The PESO Model, developed by Spin Sucks founder Gini Dietrich, offers a holistic structure for integrated marketing. Of the four PESO pillars, paid media encompasses any tactic that requires a direct investment to capture attention. As Colleen Senglaub explains, this includes everything from digital campaigns (social ads, Google search, display, programmatic, and connected TV) to traditional placements like billboards and print, along with sponsored content and trade show activations.

The key to successful paid media is intentionality. Marketers should analyze both the needs of their destination and the motivations of their target audience, choosing only the channels best equipped to deliver on their specific business goals.

Channels to Consider in the Modern Mix Choosing where to focus isn’t about following flashy trends—it’s about aligning with your destination’s unique goals and audiences. As Colleen says, every decision should connect back to core campaign objectives—are you trying to drive web visits, capture leads, or expand your newsletter reach? Who is your ideal traveler, in terms of age, interests, and location?

A well-aligned strategy might mean an integrated mix, like for TAP’s Baseball Hall of Fame campaign, which blended Meta, Google, TikTok, and CTV, thoughtfully timed to coincide with the launch of a new exhibit and the availability of assets.

Emerging Channels and Creative Asset Considerations Don’t overlook evolving channels. Pinterest, for example, wields unique influence over women-led travel planning, while TikTok is a powerhouse for reaching Gen Z, who increasingly look to social platforms instead of Google for travel inspiration.

But succeeding on new channels requires the right creative approach. TikTok demands fun, vertical, trend-aligned videos, whereas Instagram and Meta perform better with a thoughtful mix of sizes and styles. Marketers should aim to capture assets in multiple formats upfront, future-proofing their campaigns for every channel.

Resources: * https://spinsucks.com/communication/peso-model-comprehensive-guide/ * Website: https://travelalliancepartnership.com/ * LinkedIn Personal: https://www.linkedin.com/in/colleen-senglaub/ * LinkedIn Business: https://www.linkedin.com/company/tapintotravel/

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On this episode of Destination on the Left, I talk with Karen Laos, a communication expert and confidence cultivator, about the most common mishaps that we make when communicating, and practical advice on how to avoid them. We discuss the importance of communication as a woman, the benefits of building strong relationships, and why being interested is a better strategy than being interesting. She also gives us easy phrases and questions to help us start creating deeper connections today.

What You Will Learn in This Episode: * How Karen Laos discovered the power of confident communication, from her childhood negotiation lessons to navigating high-stakes boardrooms * How practicing self-trust leads to a stronger impact * What the most common communication mishaps are among professionals, including “data dumping” and “upspeak,” and how to avoid them for clearer, more influential messaging * How asking questions and practicing active listening can build stronger relationships, and why being interested is often more effective than trying to appear interesting * Why both women and men experience self-doubt and impostor syndrome, and what strategies Karen recommends to overcome these universal challenges * How to shift from playing small to contributing ideas with confidence, even when facing rejection or critical feedback * Practical tactics you can use immediately, including key phrases and reflective listening, to deepen your professional and personal connections

How Confident Communication Fuels Growth in Tourism and Hospitality Many professionals find themselves holding back in meetings or missing opportunities because of self-doubt. Karen Laos’s personal journey is a testament to this struggle. She recounts a pivotal moment in a corporate boardroom when she froze, second-guessed herself, and missed a chance to steer the meeting. It was only after her boss pointed out that “you didn’t trust your gut” that Karen recognized how often she’d been asking for permission rather than claiming her space.

When you play small, you withhold ideas, skip chances to contribute, and shrink when faced with pushback, you miss opportunities. Sharing your perspective is a muscle—one that grows each time you use it.

Common Communication Mishaps (And How to Avoid Them) Karen outlines two common pitfalls in professional communication:

Data Dumping & Rambling: Sharing too much information at once overwhelms listeners. Many people “build a case” before getting to their point, often burying the key message at the end. Karen recommends the “BLUF” method (Bottom Line Up Front): start with your main point, then offer supporting details. In emails, include your conclusion or request in the first line, letting readers decide if they want to delve into the details.

She suggests that when you notice yourself rambling, pause, gather your thoughts, and state directly: “My point is this…”

Upspeak: Ending statements with an upward inflection can make confident people sound uncertain. This is especially common in self-introductions. Instead, “punctuate” your spoken words. Practice ending key sentences with a period, not a question mark, to project authority and credibility.

Karen recommends that you record your introduction and listen back; do you sound confident, or does your voice rise at the end?

Building Trust Through Consistent Presence Trust is foundational to business relationships. Karen stresses the importance of being genuine and avoiding the temptation to rush or sell yourself. Authentic listening, maintaining open and inviting body language, and even the way you manage your facial expressions can influence how you are perceived. Simple gestures—smiling, making eye contact, and being conscious of your posture—go a long way in signaling your approachability and professionalism.

In hospitality and tourism, your voice drives personal growth while fostering collaboration and relationships that propel entire destinations forward. By implementing these practical communication strategies, you’ll not only stand out but you’ll also help your organization and community flourish.

Resources: * Website: https://karenlaos.com/ * LinkedIn: https://www.linkedin.com/in/karenlaos/ * Free Guide to sound more credible and confident: 9 words to avoid and what to say instead: https://karenlaos.com/words-to-avoid/

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On this special episode of Destination on the Left, I talk with Karen Kuhl (Executive Director, Tour Cayuga, NY), Lauren Sackett (CEO, Rhinelander Chamber of Commerce, WI), and Roni Weiss (Executive Director, Travel Unity) all about the nuances of inclusivity in the travel and tourism industry. We discuss how destinations can actively create environments where every traveler and resident feels a sense of belonging. Discover the landscape of DEAI (Diversity, Equity, Accessibility, and Inclusion) and gain practical advice on how to make tourism more accessible and authentic.

What You Will Learn in This Episode: * Implementing DEAI initiatives in rural and small-town tourism communities, and the impact these efforts have on both residents and visitors * Why transparency, community input, and vulnerability are critical in making a destination truly welcoming for all, not just in intention but in actionable practice * What social impact means through a tourism lens, and how prioritizing inclusivity supports both the local community and the visitor experience * How organizations can start with small, meaningful steps—such as improving website accessibility or forming advisory groups—to advance DEAI practices, even with limited resources and staffing * What practical strategies destinations can use to measure the success and ROI of their inclusion initiatives * How empathy, humility, and realistic goal-setting play a fundamental role in sustaining progress on DEAI efforts, even when facing criticism or limited momentum

Shifting from Intentions to Actions Travel professionals often assume they are, by default, welcoming, but wanting to welcome everyone and actually creating a place where everyone feels welcome are two very different things. My guests emphasize that building an authentically inclusive environment requires deep listening, transparency, and sometimes vulnerability.

Roni Weiss outlined Travel Unity’s perspective, explaining that inclusion isn’t just aspirational—it’s measurable. He described public standards focusing on three levels: leadership and workforce, community engagement, and the traveler’s experience. The overarching message? DEAI isn’t merely about not excluding—it’s proactive work that touches every level of an organization.

Social Impact Beyond the Tourist While tourism is often measured by economic indicators, genuine social impact weaves together the needs of visitors and residents alike. Karen Kuhl stressed that her work in Cayuga County, home to Harriet Tubman’s legacy, is community-centric: tourism isn’t just for visitors, after all, but for all the residents who live in a destination too. DEAI initiatives must ripple inward before they shine outward.

Working in rural northern Wisconsin, Lauren Sackett shared that enhancing accessibility, like mapping out trail accessibility and filtering for diverse-owned businesses, is as much about serving aging and differently abled residents as it is about attracting new visitor demographics. Tourism isn’t just about bringing travelers in; it’s about the community as a whole.

Practical Steps for Small Towns and Rural Destinations Even if you’re a limited-budget organization, you can meaningfully implement DEAI. My guests’ advice is to start small, but start now. Identify community values, tap into available grants, and build from within—embedding inclusive principles into staff roles, outreach, and even RFPs for outside vendors.

DEAI principles should be everybody’s work and on everybody’s task list, which is why advisory boards are a resourceful way to bring diverse voices into decision-making without overhauling governance structures.

Authentic inclusion is a journey, not a checkbox. Be humble, honest, kind, and patient, my guests recommend leading with empathy and listening to those with lived experience.

Resources: * Karen Kuhl: https://www.linkedin.com/in/karen-kuhl/ * Lauren Sackett: https://www.linkedin.com/in/lauren-sackett-iom-b2a5a59a/ * Roni Weiss: https://www.linkedin.com/in/roniweiss/

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On this episode of Destination on the Left, Liza Graves shares her journey growing a 100% digital lifestyle publication that she started as a way to help small businesses through the recession. She talks about why it is important to find your North Star and how that can guide you through the ups and downs. We talk through some of the unique ways that StyleBlueprint helps DMOs and tourism businesses reach a traveling audience.

What You Will Learn in This Episode: * How Liza launched StyleBlueprint during the Great Recession to help support local businesses and why that mission has been the cornerstone of her company’s growth * Why it’s essential to know your North Star as a business or destination, and how that core purpose can help you navigate challenges like economic downturns and the pandemic * What it means to tell authentic, experience-driven stories about destinations and small businesses, and why origin stories resonate so powerfully with target audiences * How StyleBlueprint partners with destinations and DMOs, and what makes a successful collaboration, including the role of co-ops and customized storytelling * Why identifying your brand or destination’s true story matters more than following trends, and Liza’s tips for discovering and communicating those stories effectively * How to break through the clutter when pitching stories to media outlets or digital publications, based on Liza’s frontline advice for PR professionals and marketers * What collaboration and community-building look like in practice, and why Liza believes working together leads to more sustainable, meaningful growth for destinations and businesses

Finding Your North Star From the Great Recession to catastrophic floods and the uncertainty of the pandemic, Liza knows a thing or two about leading through adversity. Her advice is to have a clear North Star, your guiding purpose and values that keep you focused through turbulent times.

During the pandemic, StyleBlueprint leaned deeply into its core mission: supporting local. Liza reached out personally to partners, offered flexible arrangements, and championed resources like PPP guidance. Because these actions were rooted in authentic care and community, her business not only weathered the storm but emerged stronger and with deeper trust.

Her experience is a master class for tourism professionals: know your core, communicate gratitude, and adapt your offerings while never losing sight of the people and partners who make your destination or business possible.

Finding and Telling Destination Stories That Resonate One of the signature advantages of StyleBlueprint is the way it dives deep, trading five-point “Top Things to Do” lists for rich, immersive lifestyle features. Liza advocates for destinations and businesses to invest time in uncovering their true stories, often starting with their own origin. Why did you open your restaurant, shop, or B&B? What local traditions or quirks define your town?

It’s not always easy to surface the stories closest to us—we’re often “too close” to see what’s special. Liza encourages hiring a professional storyteller if needed, or leveraging AI tools as a prompt to reflect on why your place or business exists and what personally resonates about its history or community role. These stories aren’t just interesting, they magnetize your ideal visitor and forge lasting emotional connections.

Strength in Partnerships A standout takeaway from the episode is Liza’s embrace of “coopetition”—forming strategic, collaborative storytelling and marketing partnerships even among traditional competitors. StyleBlueprint’s co-op articles group similar destinations, such as “guys’ weekend getaways” or “mother-daughter retreats,” giving readers variety and context while offering participating locales a cost-effective, high-impact platform.

These efforts enhance authenticity and make it easier for destinations to identify and communicate the unique experiences they offer. The key, as Liza notes, is partnering with platforms that “overdeliver,” know their audiences, and, most importantly, care.

Resources: * Website: https://styleblueprint.com/ * LinkedIn Personal: https://www.linkedin.com/in/lizagraves/ * LinkedIn Business: https://www.linkedin.com/company/blueprint-inc-local/ * Subscribe to StyleBlueprint’s daily emails: https://styleblueprint.com/ac-subscribe/

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On this episode of Destination on the Left, I talk with John Nguyen, CEO of Heritage Line. In our conversation, John shares his passion for his home in Southeast Asia and describes his luxury cruise line, how he developed it, and how they deliver on unique experiences by going to places that most tour operators cannot access. John describes partnerships that he has built with competing river cruise companies to help develop sustainable practices and facilitate connections between locals and international visitors that make a positive impact.

What You Will Learn in This Episode: * How John Nguyen overcame losing his sight and used it as inspiration to launch two successful businesses in Southeast Asia’s luxury travel sector * Why honoring local communities and creating positive impacts in the destinations he visits is central to John’s business philosophy * What makes Heritage Line’s luxury river cruises unique including access to hidden, off-the-beaten-path villages and authentic guest experiences * How John developed partnerships and collaborations to promote sustainable practices and protect the villages visited by river cruises * Why relationships, word-of-mouth, and tailored experiences have been fundamental to reaching high-end international travelers and building reputable brands * How John and his teams implement philanthropic initiatives such as vocational training and literacy programs to support and empower local communities * What inspires John’s ongoing projects and new destination explorations, including his process for identifying and creating exceptional travel experiences in emerging regions

Adversity to Industry Leader Growing up along the Perfume River in Hue, Vietnam, John was surrounded by a rich culture, history, and a profound sense of place. These early influences fueled his passion for boating and inspired the creation of guest experiences that combine authentic local connections with high-end service. After losing his sight in the late 1990s and faced with the daunting prospect of unemployment, John chose entrepreneurship instead. He launched his first venture, Trails of Indochina, in 1999, even before luxury tourism infrastructure existed in Vietnam.

Despite the limited five-star accommodations available at the time, John believed that travelers would value unique, immersive experiences over amenities alone. “I was able to persuade people to stay at just decent hotels, but they got the opportunity to really experience authentic and unique experiences in the region.” This focus on access, storytelling, and local connection formed the foundation for his later river cruise company, Heritage Line.

Small Ships with a Big Impact By operating boutique ships with as few as six to 27 cabins, Heritage Line is able to visit secluded villages and rarely accessed corners of the Mekong and other major waterways. This approach not only creates exclusivity for travelers but also preserves the intimacy and integrity of local communities.

Guests may visit villages where electricity is a novelty, collaborate with locals on traditional crafts such as textile weaving and wood carving, and support philanthropic projects, including building wells and eradicating illiteracy. Travelers have the opportunity to really learn more about how locals live.

Collaboration Over Competition As Southeast Asia’s tourism profile has grown, John has witnessed an influx of international operators, some with larger, less community-integrated ships. Rather than seeing them strictly as rivals, John champions “coopetition.” Heritage Line works directly with other cruise companies to build sustainable practices and prevent the negative impacts of overtourism.

By coordinating with these “friendly competitors,” John and his peers can spread the benefits of tourism more equitably, develop vocational and philanthropic programs, and ensure that the arrival of travelers enhances rather than disrupts local communities. Notably, Heritage Line has spearheaded projects to provide clean water, vocational training for marginalized groups, and even tackle illiteracy through book donations and mobile libraries.

For John, the true essence of travel lies in its ability to forge meaningful, transformational connections. Whether helping a guest donate a sampan (boat) to a family, bringing books to a remote village, or enabling visitors to join local festivals, Heritage Line’s experiences go beyond passive sightseeing.

Resources: * Website: https://heritage-line.com/ * LinkedIn: https://www.linkedin.com/company/heritage-line/

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On this episode of Destination on the Left, I talk with Sean McCarron, General Manager at the Conrad Orlando, about why the magic of any resort is in the people who give it soul. We talk about building a team and a culture that inspires. As Sean explains, there is one team, one mission and one goal. We also discuss external collaborations and partnerships that have been successful for the Conrad Orlando, including partnerships with local attractions, shopping malls and nonprofits.

What You Will Learn in This Episode: * Why Sean believes building a strong team culture is the single most important factor for guest satisfaction and operational success * What makes Conrad Orlando and the larger Evermore Orlando Resort stand out in a highly competitive market, including innovative amenities and guest experiences * How collaboration between different elements of the resort, Hilton’s leadership, and external partners enhances the overall guest experience * What specific team engagement strategies Sean uses, such as staff-led naming contests and regular roundtable meetings, to create a sense of ownership and empowerment among employees * How Conrad Orlando successfully builds partnerships with local attractions, shopping malls, and nonprofits to connect guests to the broader community and deliver added value * Why Sean sees creativity and collaboration as inseparable drivers of innovation and memorable guest experiences in the luxury hospitality sector

Creating a Team-First Culture For Sean McCarron, culture is the foundation, which is why at the core of Conrad Orlando’s success is a relentless focus on team members. As Sean explains, “Every single position is as important as the next. It’s a wheel and an engine, and if any part isn’t working, the engine doesn’t work.” Satisfied, empowered employees are the primary drivers of exceptional guest experiences, especially when serving the top 3-5% of the global travel market.

Sean’s philosophy centers around creating an environment where employees not only have the support and training to excel but also feel valued and heard. One standout initiative is his monthly meeting with representatives from every department (excluding management), which provides an open forum for sharing feedback, new ideas, and operational insights. Whether it’s naming contests to create a sense of ownership over new features like the cafeteria or relaxation area, or soliciting frontline input on guest experiences, empowerment at Conrad is far more than lip service.

Designing Experiences that Inspire Opening the flagship Conrad Orlando was an opportunity to reimagine the guest journey from the ground up. Sean and his team took a collaborative, cross-departmental approach to sharing the resort’s many assets. The goal was to create a “one resort” environment where guests are encouraged to explore, relax, and participate in a host of activities designed to rival the allure of central Florida’s famous theme parks. Paddleboarding, kayaking, electric boat tours, and a variety of pools and beaches ensure guests have no shortage of options.

Interestingly, Conrad Orlando has found that guests are now choosing to spend more time on the property itself, often splitting their stays between theme park visits and the activities offered on site—a testament to the resort’s ability to foster a magnetic in-resort community.

Breaking Down Silos On and Off the Property Sean credits much of the property’s success to a culture of collaboration, both internally and externally. From the earliest planning stages, teams across the Evermore campus shared inspiration, ideas, and strategies, supported by visionary ownership willing to empower creative autonomy. This allows guests to have a cohesive experience across the various components of the greater resort, but also in novel group activities and leisure amenities.

But the collaborative spirit extends beyond the property lines. Conrad Orlando has forged impactful partnerships with local attractions such as Gatorland—bringing in baby alligators for the kids’ club—and with upscale shopping destination Mall at Millenia, which hosts pop-up experiences poolside. The resort’s group programming goes a step further in giving back, with team-building exercises like the “build a bike” scavenger hunt culminating in donations to local children’s charities.

Resources: * Website: https://www.hilton.com/en/hotels/orlcici-conrad-orlando/ * LinkedIn: https://www.linkedin.com/in/sean-mccarron-407a0512/

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On this episode of Destination on the Left, I talk with Patrick Keyes, Sales and Marketing Manager at Rainbow Air Helicopter Tours in Niagara Falls, about why he believes in coopetition and how collaborations with his competitors have helped him be successful. Patrick explains why being a first call partner to your local and regional DMO is so important, and how you can position yourself to be that partner. He also offers valuable advice on how to work collaboratively at trade shows to build success.

What You Will Learn in This Episode: * How Patrick developed a regional, visitor-centric mindset by looking beyond traditional industry boundaries * Why Patrick firmly believes that coopetition drives success for individual businesses and the broader destination * What innovative steps Rainbow Air Helicopter Tours is taking to transform into a year-round, multifunctional attraction, including their new facility and virtual reality experiences * Why partnering with local and regional DMOs (Destination Marketing Organizations) allows you to maximize marketing opportunities and industry influence * Strategies Patrick uses when attending industry trade shows to represent both his own company and the wider Niagara region, and how this approach builds stronger relationships * How Patrick seeks out unconventional partnerships, like collaborations with wineries and golf courses, to create memorable experiences and extend visitor stays in the region

Leveraging Collaboration for Year-Round Tourism One of Rainbow Air’s boldest moves has been the development of a new 30,000-square-foot tourism center. This ambitious facility isn’t just a ticket counter; it’s set to become a hub of activity through every season. Traditionally, tourism in Western New York peaks from Memorial Day to Labor Day, but Patrick and his team saw the need for more.

The new tourism center, set to open over Memorial Day weekend, will feature a range of amenities, including gift shops, restrooms, and innovative virtual reality attractions, such as parasailing over Niagara Falls. By offering a range of experiences and amenities, Rainbow Air aims to both attract off-peak visitors and encourage them to extend their stays, laying the groundwork for sustainable year-round tourism.

The Power of Partnerships A recurring theme throughout Patrick’s career is the essential role of strong relationships with Destination Marketing Organizations (DMOs), regional partners, and fellow attractions. As part of Rainbow Air, he is able to attend trade shows globally, but Patrick insists on representing the region, not just his company. “Know your audience, do your research, and come prepared to advocate for not only your attraction, but complementary experiences that round out the destination,” he advises. Forming partnerships with other attractions enables a rising tide that lifts all ships.

Being proactive, communicating openly, and showing a genuine commitment to representing the community as a whole are so important. When DMOs trust that you’ll be a reliable, high-quality option, you’re top of mind for press trips, FAM tours, and state-led opportunities.

Creative Collaborations Rainbow Air’s vision for cross-industry cooperation doesn’t stop at helicopter tours. Patrick is exploring partnerships with local wineries, golf courses, and historical sites. Imagine custom packages where visitors enjoy an aerial tour before being whisked away to a vineyard for a picnic. Or collaborating with the local wine trail for multi-stop experiences. By thinking creatively about what both locals and travelers want, Rainbow Air extends an invitation for everyone to participate in the region’s success.

What excites Patrick most is not just Rainbow Air’s growth, but the chance to be “a beacon” for others in Niagara Falls. By investing in innovation and actively inviting everyone to the table, he hopes to create a mutually beneficial model, one where attractions, large and small, lean on each other to make the region irresistible and vibrant, every season of the year.

Resources: * Website: https://www.rainbowairinc.com/ * LinkedIn: https://www.linkedin.com/in/patrick-keyes-1001186/

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On this episode of Destination on the Left, I talk with Mitch Bach, partner at Tourpreneur and CEO of TripSchool, about the shift from information-driven tours to experience-driven journeys, where emotional connection, creative storytelling, and human interaction are now the most valuable takeaways for travelers. Mitch introduces listeners to the concept of the “emotion economy” and offers inspiring examples, from immersive historical reenactments to sensory food experiences, that help tour operators leave a lasting impact on their guests.

What You Will Learn in This Episode: * Why technology and shifting traveler expectations are transforming guided tours, and how COVID accelerated demand for more meaningful human connections in travel * How storytelling and emotion-based experience design can create unforgettable “wow” moments that keep guests talking * How tour operators can tap into the “emotion economy” by reverse engineering experiences to focus on how guests feel, not just what they learn or see * Why shifting from an information-driven to a connection-driven approach is critical, and Mitch gives practical examples for infusing creativity and engagement at every stop * Why focusing on authentic connections and unique value is the best defense against disruption

From Information to Emotion Historically, tour guides and operators differentiated themselves through access and expertise, knowing every detail about a monument or organizing seamless itineraries. As travel information and bookings become increasingly accessible via technology, these elements alone no longer set experiences apart. Today’s travelers are more informed than ever, but also more discerning.

Mitch describes why travelers want guides to offer more than just facts they could easily find online. They want experiences that create a “sense of wow,” moments that resonate emotionally and stay with them long after the trip ends. As Maya Angelou says, “People remember not what you said or did, but how you made them feel,” which is why Mitch loves the concept of the “emotion economy.” The role of the guide isn’t just to inform, but to design and deliver experiences that spark genuine emotion and create meaningful human connections.

Storytelling and Sensory Engagement Creative storytelling and thoughtful experience design are how tour operators can tap into this emotion economy. Mitch shares how to do this, using his own multi-day Southern U.S. tours as examples, how moments of mystery, anticipation, and character introduction heighten the overall impact. For instance, by weaving in the story of a local chef and building anticipation around a meal, not just revealing the restaurant upfront, he transformed an ordinary lunch stop into a memorable, multi-sensory adventure. Guests were participating in a larger narrative, engaging all their senses, and building emotional anticipation along the way.

Similarly, in places with restrictions or well-worn routes (such as Athens’ Acropolis), creativity in delivery, using music, audience participation, or reframing crowd bottlenecks as immersive reenactments, turns limitations into opportunities for connection.

The Role of Technology and the Changing Traveler We also discuss the impact of technology: it streamlines logistics, democratizes access, and commoditizes many traditional tour products. With powerful booking platforms and AI soon able to assemble custom itineraries, what remains irreplaceable is the human touch and the ability to foster real connection and insight. Tour operators who embrace their relationships and build local knowledge can offer value that technology alone just can’t replicate.

Millennials and Gen Z travelers, shaped by the pandemic’s isolation, increasingly seek travel for community and transformation. Innovative companies are marketing feelings and social connection, not just destinations.

Resources: * Website: https://tourpreneur.com/ * LinkedIn Personal: https://www.linkedin.com/in/mitchellbach/ * LinkedIn Business:https://www.linkedin.com/company/tourpreneur/

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On this episode of Destination on the Left, I talk with Emmanuel Arnaud, CEO of HomeExchange. He shares the remarkable journey of how he went from being a frustrated user of traditional home exchange platforms to founding his own company. We dig into the heart of the sharing economy and how home exchanging not only makes travel more accessible and sustainable but also turns local hosts into enthusiastic ambassadors for their communities.

What You Will Learn in This Episode: * How Emmanuel turned his personal frustration as a home swap user into launching Guest to Guest and ultimately becoming CEO of HomeExchange * Why home exchanging appeals to a wide range of travelers and how it can offer deeper, more affordable, and authentic travel experiences * What makes HomeExchange different from short-term rentals, and how the unique “points system” and non-reciprocal exchanges expand travel opportunities * How Emmanuel and his team nurture their global community of members * Why HomeExchange hosts can be powerful ambassadors for their local destinations * How Emmanuel has collaborated with former competitors

From Disgruntled Traveler to Industry Leader Emmanuel’s entry into the world of home exchanging is a story familiar to many entrepreneurs: frustration with an existing system that didn’t quite meet personal needs. As a frequent traveler, Emmanuel found traditional home swapping too restrictive; exchanges were rarely nonreciprocal, limiting options for hosts and guests. This pain point inspired him to launch Guest to Guest in 2011, introducing a points-based, flexible model. Their acquisition of HomeExchange in 2017 established them as a global leader, with more than 220,000 homes in 154 countries—proof of the growing appeal of community-based, peer-to-peer hospitality.

Building Relationships Traditional hospitality often centers on transactions: a guest pays, a host provides a service. In contrast, HomeExchange creates genuine relationships. Members often greet guests with welcome gestures like local wine or flowers, offer insider tips about the neighborhood, and sometimes even entrust pets or cars to visitors. This trust-based model enriches the travel experience, offering a cultural exchange rarely found in commercial lodging.

HomeExchange is about joining a global network of like-minded travelers who value trust, generosity, and cultural curiosity. This is why Emmanuel invests in nurturing this community through active forums, strict adherence to shared values, and recognition of dedicated members, some of whom have facilitated dozens of exchanges over decades.

HomeExchange as a Local and Global Ambassador One of the most beautiful things about HomeExchange is that hosts become ambassadors for their communities, recommending hidden gems and helping guests experience destinations like locals. The diversity of available homes also means travelers disperse beyond city centers, supporting lesser-known neighborhoods and fostering more equitable economic growth.

By providing crowdsourced maps of host recommendations and promoting under-the-radar destinations, HomeExchange helps travelers explore destinations beyond the usual tourist hotspots, an increasingly important approach as cities grapple with unsustainable visitor volumes.

Resources: * Website: www.homeexchange.com * Instagram: https://www.instagram.com/homeexchangecom * Facebook: https://www.facebook.com/homeexchangecom/

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On this episode of Destination on the Left, Laurel Greatrix and I explore why today’s travelers are seeking out the experience first and planning trips around it. She shares the top types of experiences that travelers are searching for and explains why they allow visitors to explore a destination more deeply.

What You Will Learn in This Episode: * Why today’s travelers are increasingly planning trips around experiences rather than destinations, and what this shift means for destination marketers * What types of travel experiences are trending right now, from outdoor adventures to immersive, small-group offerings like cooking and craft classes * How Viator supports both large and small experience operators and helps them reach wider audiences through powerful distribution partnerships * Why authenticity matters in travel experiences and how travelers are seeking unique, non-mass market interactions to go deeper into destinations * What roles collaboration and strategic partnerships play in Viator’s business model, including the relationship with TripAdvisor and broad third-party distribution

The Experience-First Shift in Travel Planning Historically, travel planning centered around destinations, accommodations, and flights. Travelers picked a location, locked in their hotel, and then considered what activities to do once on site. But according to Laurel Greatrix, Vice President of Marketing at Viator, the world’s largest travel experiences marketplace, that approach is rapidly evolving. Increasingly, travelers are first setting their sights on unique and memorable experiences and building their trips around them.

What sets the experiences sector apart isn’t just its offline-heavy operation or diversity, but the sheer pace of its growth. Since the pandemic, demand has soared for outdoor and active experiences, with destinations like Alaska, Utah, Colorado, and Banff seeing impressive spikes in bookings. Simultaneously, activities such as cooking classes and craft workshops are seeing consistent double- and even triple-digit growth rates. These trends show travelers craving meaningful engagement with destinations, a trend accelerated by the global prioritization of health, wellness, and authentic encounters.

Authenticity and Personalization “Authentic” is a buzzword often used in travel, but as Laurel points out, it means something different to every traveler. Viator’s data shows that while classic attractions, think the Louvre or the Eiffel Tower, remain bucket-list essentials, growth is skewing toward bespoke, local, and hands-on experiences. Travelers increasingly seek opportunities to connect with local culture, meet passionate guides, and try their hand at activities like perfume making in Paris or chocolate crafting in Belgium.

For marketers and operators, this means a growing need to communicate what makes their experiences unique, accessible, and “authentic.” Reviews, detailed product descriptions, and visually rich content can help set expectations and attract customers seeking depth over breadth.

Collaboration in the Experiences Ecosystem Viator’s success is rooted in collaboration, internally and through partnerships. Its acquisition by TripAdvisor shows how powerful collaborations can transform an entire market segment. By powering bookings across thousands of partner sites ranging from airlines to travel agencies and even Amazon, Viator helps even the smallest operators achieve global reach.

Collaboration also extends to working with destinations and other experience providers. By joining forces, they can disperse visitor traffic, reduce overcrowding at major sites, and promote lesser-known experiences that contribute to local economies and more sustainable tourism practices.

Resources: * Website: https://www.viator.com/ * LinkedIn: https://www.linkedin.com/in/laurelgreatrix/ * Facebook: https://www.facebook.com/viatortravel/ * X: https://x.com/ViatorTravel * Instagram: https://www.instagram.com/viator * YouTube: https://www.youtube.com/user/ViatorTravel

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On this episode of Destination on the Left, I talk with Meagan Williamson about Pinterest for travel brands. She shares actionable strategies for using this powerful, often overlooked platform to amplify discovery, boost SEO, and support long-term marketing success. In this episode, she breaks down how Pinterest differs from other social media, why its visual search engine is perfect for the travel and tourism industry, and how its evergreen content can drive results for months—or even years—after posting.

What You Will Learn in This Episode: * How Meagan’s journey from travel blogger to Pinterest expert shaped her approach to digital marketing for travel brands * Why Pinterest offers a unique advantage as a discovery-based marketing platform, especially for travel and tourism organizations * What makes Pinterest content evergreen, and how it supports sustainable, long-term marketing ROI compared to other social channels * How Pinterest can bolster your SEO strategy in the age of AI-driven search and why search-optimized social content matters more than ever * Why understanding your audience’s planning and decision stages is key to creating high-performing, search-friendly Pinterest content * What mistakes to avoid and best practices to follow when considering a paid Pinterest advertising campaign for your tourism business

Using the Power of Pinterest for Travel Brands When it comes to digital marketing in the travel and tourism industry, platforms like Instagram, Facebook, and Google dominate conversations. But there’s another powerhouse that forward-thinking brands are using to drive long-lasting, discovery-based growth: Pinterest expert Meagan Williamson shares why travel marketers shouldn’t sleep on this visual search engine, and how a strategic Pinterest presence can generate lasting results.

Discoverability and Sustainability are Pinterest’s “Secret Sauce” Pinterest isn’t just another social media channel—it’s a visual search engine where users plan, dream, and discover their next adventure. Unlike traditional social platforms with short content life cycles (think 48 hours for an Instagram post), a well-optimized Pinterest pin can drive traffic for months—or even years creating valuable, evergreen content that keeps working for you over time.

Travel brands and destinations are rich in visual assets, and using Pinterest capitalizes on this by connecting brands with users who are actively planning their next trip, whether it’s searching for family-friendly cruises or researching accommodations with accessibility features. The planning nature of Pinterest’s audience means they are open to discovering new destinations and businesses, making it a goldmine for travel marketers seeking sustained growth and discoverability.

Pinterest vs. Traditional SEO As a visual discovery engine, Pinterest has always been optimized for search intent. With Google increasingly ranking social and visual content, Pinterest pins can act as “SEO juice” for your brand, sending positive signals to Google and boosting your authority.

Recent shifts in Google’s algorithms have given social content more weight in rankings. This means a Pinterest strategy isn’t just useful for referral traffic; it can directly boost your brand’s visibility in search results, especially as AI-generated search answers evolve. Every pin is a chance to link directly to your website, booking page, or resource library, without being penalized by the platform.

Resources: * Website: https://meaganwilliamson.com/ * How To Create Pins That Attract, Grow + Convert Your Audience: https://meaganwilliamson.com/perfect-pinterest-image-guide/ * LinkedIn: https://www.linkedin.com/in/meagan-williamson-pinterest/

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On this episode of Destination on the Left, I talk with novelist Marilyn Higgins and explore how fiction can make history more accessible and relevant, shedding light on how 19th-century issues echo in today’s world. We also discuss the growing trend of novel tourism, where travelers experience destinations through the lens of stories and literature. This trend sparks new ways to experience and celebrate unique places through the magic of narrative and place-based journeys.

What You Will Learn in This Episode: * How Marilyn’s personal connection to Upstate New York and the Erie Canal inspired her to write a historical fiction novel centered on the region * What historical events, cultural diversity, and social issues are woven into the plot of Dreams Of Freedom: An Irish Woman’s Story Of Love, Justice, And A Young Nation Coming Apart, and how they resonate with current issues in the United States * How novel tourism uses stories and book-based experiences to attract visitors and deepen their connection to destinations * Why Marilyn views historical fiction as a powerful way to make local history accessible and engaging for a wide audience, including those outside the region * What Marilyn is doing to encourage book clubs and travelers to explore Upstate New York through her comprehensive guide that pairs the novel with local site visits

Community, Collaboration, and Storytelling Our discussion centers around Marilyn’s historical novel, Dreams of Freedom: An Irish Woman’s Story of Love, Justice, and a Young Nation Coming Apart, and the power of novel tourism to revitalize destinations by connecting literary narratives to real-world locales.

Marilyn, who has deep roots in Upstate New York, has dedicated her career to economic and community development, immersing herself in the Erie Canal’s vibrant history. Her novel traces the journey of Aileen O’Malley, a young Irish immigrant, as she traverses Upstate New York in search of her family, who were swept up in the tumultuous social currents of the 19th century.

What makes Dreams of Freedom so compelling isn’t just its emotionally resonant narrative but its grounding in real history. The book explores connections to the Underground Railroad, the emergence of religious movements like the Shakers and Mormons, and the abolition and women’s rights movements.

Walking Through History Novel tourism invites readers to journey through the landscapes that inspired their favorite books. Higgins envisions her books prompting book clubs and travelers to explore the Erie Canal region, walking in the footsteps of her characters. This is why she’s created a comprehensive, free guide for book clubs, available on her website, which maps out immersive experiences in towns like Canastota, Seneca Falls, and Oswego. Visitors can attend historical reenactments, visit storied landmarks, and engage with the same vibrant communities that shaped her novel’s plot. This approach deepens readers’ engagement and drives meaningful economic and cultural impact for local destinations.

Novel Tourism in Practice Novel tourism is already being put into practice. For example, Visit Buffalo Niagara, the region’s destination marketing organization, has selected Dreams of Freedom for its annual book club, tying in with the 200th anniversary of the Erie Canal and the upcoming World Canals Conference. This initiative brings together local travel providers, tour operators, and literary enthusiasts, fostering connection and collaboration while promoting Upstate New York’s unique heritage.

There is such a powerful synergy between literature and place. By weaving together history, fiction, and tourism, Marilyn has created a blueprint for how destinations, especially those underrepresented in the national story, can use their authentic narratives to draw new audiences to their destination.

Resources: * Website: Marilynhigginsauthor.com * Erie Canal Bicentennial: https://eriecanalway.org/bicentennial

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On this episode of Destination on the Left, I talk with Genevieve White, travel copywriting expert and Founder of Campion Comms & Coaching, about why there’s so much important work that needs to happen before you ever put pen to paper when you’re writing copy for your travel organization. Genevieve walks us through the customer journey, from the dreaming phase to planning and booking, explaining how your copy should meet travelers where they are, every step of the way. She also shares her favorite recipe for establishing a relatable and confident tone of voice and reveals how simplicity and clarity can make your words work harder for your brand.

What You Will Learn in This Episode: * How Genevieve transitioned from a career in education to founding her own travel and tourism copywriting business, inspired by the Ikigai method and life changes * How to craft effective copy, including the importance of deeply understanding your customer persona before writing * How identifying and narrowing your target audience can transform general copy into messaging that resonates and attracts your ideal clients * Why aligning your copy with different stages of the customer journey—dreaming, planning, booking, and aftercare—is crucial for moving potential travelers toward action * The value of clarity, simplicity, and using “you/your” to create relatability * Practical ways to instill that confidence in your writing before you get going * How clear calls to action and strategically repeating key messages increase engagement on your website

Think About Your Dream Customer Genevieve emphasizes that before you ever set pen to paper—or fingers to keyboard—you need to get crystal clear about who you want to attract. Lots of businesses make the mistake of casting too wide a net, hoping to appeal to “everyone,” but in reality, being everything to everyone often means resonating with no one.

Genevieve suggests creating a detailed customer persona that goes beyond simple demographics like age and gender. Consider the customer’s travel style, values, preferred communication platforms, and even lifestyle details, such as shopping habits or their idea of a perfect day. As she says, “It’s by speaking directly to that person that you can really elevate your copy and stand out.”

Match Your Copy to the Customer Journey Not all copy serves the same purpose. At various stages of their journey, from dreaming to planning, booking, and post-visit, travelers need different kinds of information and inspiration.

Dreaming Stage: Here, your audience is searching for inspiration. Use evocative, sensory language to paint a picture and create a little FOMO (the fear of missing out). Focus on what makes your experience unique and let your destination’s personality shine.
Planning Stage: Now, your customer wants practical information. Provide details in a clear, organized manner. Use bullet points and white space to make information easy to digest, especially for mobile users. Be selective and avoid overwhelming readers with too much detail.
Booking Stage: At this point, clarity and simplicity are key. Remove ambiguity and minimize unnecessary words. Make sure calls to action (CTAs) are prominent. Guide users smoothly and confidently through the booking process without distractions or confusion.

The Recipe for a Great Brand Voice The most effective copy should feel like a conversation with a friend—relatable, personable, and confident. Brands often drift into a corporate or overly formal style that feels cold and unattractive. Use clear, simple language and write as you speak. Be mindful of corporate cliches in language, especially phrases like “we are passionate about.” Let people know about your expertise and offerings directly, by using simple phrases like “We do this,” or “Our experience includes…” A confident tone makes your brand more credible and helps your customer feel secure in choosing you.

Genevieve recommends that if you’re not feeling confident, don’t write! Instead, get into a positive, empowered mindset before drafting your copy. Your energy will transfer to your words.

Resources: * Website: https://campioncopy.com/ * LinkedIn: https://www.linkedin.com/in/copywritingfortourism/ * Boldly Go: Confident Copywriting for Travel, Tourism and Hospitality: https://campioncopy.com/product/boldly-go/

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On this episode of Destination on the Left, I talk with Karley Cunningham, founder of Big Bold Brand and the Surefire Method, about how branding can help a destination, attraction, or business in the tourism industry stand out from the crowd. Karley breaks it down into three key themes: understanding our fundamental beliefs, knowing the markets we serve, and positioning ourselves around benefits and differentiators. Karley clears up all the noise around branding and marketing and shares actionable steps to help you evolve your brand.

What You Will Learn in This Episode: * How understanding fundamental beliefs and truths strengthens a brand’s identity * Why you need to distinguish branding from marketing and how this distinction leads to more effective marketing strategies * Actionable steps for creating a strong brand promise and how it can impact employee recruitment and retention * How the concept of tightening the creative box leads to more innovative solutions and helps a brand differentiate itself in a competitive market * Why aligning a brand’s internal culture with its external promises impacts a company’s overall reputation and employee satisfaction * What role target audience understanding plays in brand differentiation

Differentiating Branding from Marketing Branding and marketing play distinctly different roles in business success, and Karley shares her philosophy that branding is the backbone that informs and enhances marketing strategies. While marketing focuses on promoting products and services to specific audiences, branding is about creating a compelling narrative that defines what your destination or business stands for.

As Karley puts it, “Brand is what people say about you when you’re not in the room.” It’s about building a reputation through consistent, authentic interactions at every customer touchpoint.

Building a strong brand is about taking a good look at who you are as an organization. Start with an inside-out approach—look at your fundamental beliefs and truths. As a destination, you really need to dig into your core purpose, guiding principles, character, and vision. These elements form the DNA of the brand and serve as a blueprint for how a company operates both internally and externally.

Understand Your Audience After establishing a strong internal identity, your next step should be taking the time to understand the external market. Travel and tourism businesses must identify their target audiences by exploring what problems they solve for these groups. Knowing what draws visitors to your destination is key, whether it’s providing adventure, culinary experiences, or relaxation.

Karley uses the example of aligning the customer experience with expectations: “Are people going to come away from our region raving about what we do because we’ve set them up for success?” Understanding audience expectations allows companies to craft specific value propositions, ensuring that every touchpoint is meaningful and engaging.

Positioning, Messaging, and Telling Your Story Effective branding requires clear positioning and messaging strategies. This involves identifying the benefits and differentiators your business offers compared to competitors. What makes you unique and why travelers should choose you over others?

Storytelling is a powerful tool because sharing narratives about local culture, history, or the people that make your destination unique can resonate deeply with potential visitors and create a relatable brand image.

Integrating the Brand Promise The brand promise needs to include employees as well as customers, and as Karley points out, the internal experience has to mirror the external promise. Ensuring employees feel valued and integral to delivering on your destination’s promise boosts morale and improves service quality, which in turn elevates your visitors’ experience.

By integrating the brand promise throughout the organization, businesses improve customer experience and enhance employee recruitment and retention, which is an essential consideration in the tourism industry right now.

Resources: * Website: https://www.bigboldbrand.com/ * LinkedIn: https://www.linkedin.com/in/karleycunningham/ * Twitter: https://twitter.com/BrandMaven * Surefire Audit: https://www.bigboldbrand.com/surefireaudit/

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This episode of Destination on the Left is the last in the series of three episodes where we dig into tourism in the Northwoods of Wisconsin and the unique strengths and challenges of each of the three DMOs. This week, Krystal Westfahl, President and CEO of Let’s Minocqua Visitors Bureau, shares the decade-long journey of her Chamber of Commerce as it became a visitor’s bureau and then rebranded to align better with the area she represents. We’re discussing the importance of having a clear vision of who you are and who you serve and how to evolve your brand to set your destination up for growth.

What You Will Learn in This Episode: * How Krystal’s background in natural resources and nonprofit management aligns with her current role in tourism marketing * The importance of having a clear vision and defined roles to eliminate confusion and increase effectiveness * How Krystal’s region works collaboratively with other DMOs to promote tourism across the region * What strategies Krystal and her team used to refresh their brand and the importance of leveraging the recognized name ‘Minocqua’ for marketing * Why effective communication and community input are vital in successfully launching and managing a DMO

Rebranding a Shared Vision Krystal and I discuss her decade-long journey transforming a chamber of commerce into a vibrant visitor bureau. A key part of this transformation was rebranding. The move to a visitor bureau needed a carefully planned branding strategy that matched the destination’s mission to invite more visitors to the area. The bureau leaned heavily on the distinctive term Minocqua, not just for its uniqueness but for its longstanding recognition among newcomers and long-time visitors as evoking the Northwoods experience.

Rebranding isn’t just about altering logos or names but understanding and sharing your core values and visions. The Minocqua rebrand involved carefully planting a flag on shared community values.

Collaborative Growth in the Northwoods of Wisconsin Operating in Oneida County, the Let’s Minocqua Visitors Bureau is a huge collaborative success that has brought together multiple municipalities under a shared purpose. This cooperative model supports their mission, the economic uplift of Minocqua, Arborvita, Hazelhurst, and Woodruff, through joint marketing and seamless visitor engagement.

The rebranding effort went beyond aesthetics, incorporating strategic input and widespread survey data to ensure the new identity resonated with everyone, from local businesses to tourists. Krystal describes this collaboration as a rising tide lifting all boats.

Lessons in Branding Strategy From her experience, Krystal offers invaluable insights into the rebranding process for other DMOs considering a similar path:

Take Your Time: Effective rebranding is not rushed. Krystal advises allowing one to two years for research, surveys, and stakeholder engagement to guide the rebranding journey.
Understand Your Audience: Build a deeper understanding of community perceptions and visitor expectations. A brand should authentically reflect the values of the place it represents.
Beyond the Logo: A brand encompasses more than visual identity. It is an organization’s mission, vision, and strategic action, all working cohesively.
Communication is Key: Open communication with local communities, businesses, and visitors ensures clarity and strengthens the shared vision.

Resources: * Website: https://www.minocqua.org/ * LinkedIn Personal: https://www.linkedin.com/in/krystalwestfahl/ * LinkedIn Business: https://www.linkedin.com/company/minocqua-visitors-bureau/

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On this episode of Destination on the Left, I talk with Lauren Sackett, CEO at the Rhinelander Area Chamber of Commerce in Northern Wisconsin and Vice Chair of the Oneida County Tourism Council. We discuss her destination’s commitment to becoming more inclusive and accessible and why this is a positive business decision. Lauren also digs into how hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped their current accessible initiatives.

What You Will Learn in This Episode: * How Lauren and her organization are focusing on making Rhinelander more inclusive and accessible for diverse travelers * What innovative strategies Lauren and her team are implementing to enhance accessibility, including detailed trail mapping and improved website information * Lauren shares the experience and impact of hosting events such as the US Deaf Golf Championship and Ski for Light, and how these have helped shift perspectives on inclusivity * How the creative approach to the region’s mythological mascot, the Hodag, has become a great tourism driver for Rhinelander * Why the formation of the Northwoods Chamber Collaborative has been a successful model for idea sharing and regional support

The New Face of Cooperative Tourism At the core of Rhinelander’s tourism growth is coopetition, and Lauren emphasizes that when neighboring destinations work together, they create greater potential for shared success. Through the Northwoods Chamber Collaborative, DMOs and chambers gather quarterly to share insights, tackle common challenges, and support collective growth. This collaboration builds an ecosystem of shared learning and resource optimization.

Promoting Accessible Travel A strong commitment to inclusivity and diversity underpins Rhinelander’s tourism approach. They place a huge emphasis on equipping their website with features that support minority-owned businesses and ensure accessibility details are readily available.

The introduction of detailed GIS mapping for trails has also seriously boosted accessibility awareness, providing visitors with important information about trail conditions and amenities. This is especially important in 2025, when travelers value destinations where they feel welcome and accommodated. It translates into longer stays and stronger economic impacts on destinations.

Hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped current initiatives, such as developing printed and digital trail guides enriched with GPS features to enhance visitor experience. The local community has also been keen to display support through window stickers, and their grassroots enthusiasm underscores the region’s commitment to transformation, not just for tourists but for local residents too.

Redefining Success Stories in Tourism Rhinelander’s approach to tourism isn’t just about increasing visitor numbers; it’s about crafting memorable experiences that resonate with diverse audiences. The town, famously associated with the mythical Hodag, harnesses this culturally significant symbol, featuring it in festivals and marketing materials.

Resources: * Website: https://oneidacountywi.com/# * LinkedIn Personal: https://www.linkedin.com/in/lauren-sackett-b2a5a59a/ * LinkedIn Business: https://www.linkedin.com/company/rhinelander-chamber/

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On this episode of Destination on the Left, Jacqui Sharpe, Executive Director at Three Lakes Area Chamber of Commerce shares a fascinating journey of transforming a small town’s tourism landscape by tackling significant hurdles like the lodging shortage. She discusses the innovative steps they are taking to attract a hotel developer, address restrictive short-term rental ordinances, and harness community collaboration.

What You Will Learn in This Episode: * How Jacqui navigated through the unique challenge of having high tourist interest but limited lodging in Three Lakes * Why Jacqui believes collaboration and partnerships are critical for addressing community challenges and fostering economic development * How the community’s history and natural resources have shaped Three Lakes as an attractive tourist destination * Why the short-term rental ordinance and lack of hotels present a significant economic impact challenge, and what steps Jacqui is taking to address these * What Jacqui has learned from collaborating with the Wisconsin Economic Development Association and others

Navigating Tourism Challenges in Three Lakes, Wisconsin The challenges faced by Three Lakes, Wisconsin, underscore a common issue in the tourism industry: balancing development with maintaining a small-town charm. For Jacqui’s community, attracting visitors isn’t the problem; it’s where to accommodate them. The community faces significant challenges due to lodging restrictions. Local ordinances require a minimum seven-day stay for short-term rentals, and a lack of hotel infrastructure following the loss of a downtown hotel in 2019 has resulted in a scarcity of lodging options. This means that visitors often stay elsewhere, taking their economic potential with them.

This is why Jacqui and her team have been proactive in attracting new lodging developments. By emphasizing suitable lodging options in tourism-driven economies, they aim to inject a projected $13 million into the local economy over the next five years.

Collaborative Initiatives Collaboration is at the heart of Jacqui’s strategy to tackle lodging shortcomings. Her efforts with other DMOs to form a cohesive tourism department underscore a regional approach to development. Jacqui aims to fill the lodging void with developments that reflect community values and needs by aligning with economic development associations like the Wisconsin Economic Development Association (WEDC) and forming partnerships with hotel companies like Cobblestone.

Establishing a new hotel, which is projected to open in 2026, is a major milestone. The project, supported by local banks and investors who require fewer incentives, will address the existing lodging gap while respecting and enhancing the small-town ethos vital to residents and returning visitors.

The emphasis is reinvesting growth into the community through initiatives like community development funds. This ensures that economic benefits translate into tangible improvements for local residents, preserving the town’s charm amid change.

Resources: * Website: https://www.threelakes.com/ * Instagram: https://www.instagram.com/threelakeswi/ * LinkedIn: https://www.linkedin.com/in/jacqui-sharpe-50482a15/

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This is the second of a series recorded at the ABA Marketplace. In it, we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. Enjoy hearing from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel.

In this episode, you’ll hear from these extraordinary leaders:

Jennifer Tremblay Moore: https://www.linkedin.com/in/jennifer-tremblay-moore-b3014b73/
Jana Kaylor: https://www.visiteurekasprings.com/
Barry Surman: https://www.linkedin.com/in/barry-surman-3b23a81/
Annette Morejon: https://www.linkedin.com/in/annette-morejon-mba-31a17b19/
Adam Halay: https://www.linkedin.com/in/adam-halay-b94276140/

Insights from ABA Marketplace in Philadelphia

My five guests discuss the evolving preferences of travelers and why the trend toward unique personalized experiences is picking up speed, the value of ABA Marketplace, and the importance of building genuine connections with industry partners.

Jennifer Tremblay Moore, the Marketing and Communications Manager at the Wild Center Jennifer discusses the appeal of nature-based travel as people increasingly seek deeper connections with nature. She highlights new features at the Wild Center, like the extended Fen Trail and interactive exhibits such as the giant eagle’s nest and gorgeous resident river otters, which aim to reconnect visitors with the outdoors. Jennifer emphasizes the Center’s commitment to accessible and inclusive experiences that cater to all groups, including students and seniors.

Jana Kaylor, Group Sales Manager for Eureka Springs Eureka Springs is a hidden gem, ideal for relaxation and an escape from the hustle of everyday life. Jana is keen to let people know all about her destination. She describes its extensive outdoor and cultural offerings, from kayaking and biking to exploring historic hotels and haunted sites. Jana loved attending ABA because it was such a great educational experience. Industry partners are willing to share advice and make genuine connections.

Barry Surman, Deputy Director of Tourism and Film for Westchester County, New York Barry explains why the current trend is toward more specialized and personalized travel experiences with smaller, more tailored tour groups. He also explains why he appreciates the hospitality and culture of cooperation within the tourism industry so much and how ABA Marketplace exemplifies that. Barry also discusses the networking opportunities that help build collaborations and connections with industry partners.

Annette Morejon, President of North America for Whisper Systems USA The key topic of my discussion with Annette centers on upcoming innovations in Whisper Systems USA tour-guide audio systems, including AI integration for real-time translations, which will enhance user experiences. Anette reflects on her 25-year career in tour guiding and tour management, noting a shift toward smaller, more personalized travel experiences that offer deeper cultural connections. She sees ABA Marketplace as an excellent place for networking and keeping abreast of industry trends.

Adam Halay, Assistant Sales Manager at the National Baseball Hall of Fame and Museum Adam shares why he’s so enthusiastic about upcoming exhibits, including one focusing on Japanese-American baseball. He talks about creating exclusive, behind-the-scenes travel experiences to meet travelers’ evolving desire for more personal interactions. Adam stresses the importance of building genuine relationships at industry events like ABA Marketplace, which he believes are crucial to allowing DMOs to share their stories and engage visitors on a deeper level to boost tourism to their destination.

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On this episode of Destination on the Left, we are doing something different. Earlier this month, we hosted a webinar on the effects of policy and headlines on cross-border tourism. This was the first of a series of community conversations that we will be hosting this year.

In this webinar, we invited 5 expert panelists to talk about Canadian-U.S. Tourism. The conversation was forward-focused and collaborative, and our panelists shared openly, candidly and provided actionable insights and ideas for strengthening cross-border tourism between Canada and the US. That is why we decided to replay the audio from this webinar here on Destination on the Left.

In this episode, you’ll hear from five inspirational tourism and travel media professionals:

Vince Accardi, President of Ontario Motor Coach Association
Corey Fram, Director of Thousand Islands International Tourism Council
Richard Arnold, Owner of Atlantic Tours Canada
Catherine Dawson March, Travel Writer and Editor of The Globe and Mail
Christopher Mitchell, Canadian Travel Influencer from Traveling with Mitch

Ideas to Build Community and Collaboration We examine the impact of recent policy changes and tariffs on cross-border tourism between Canada and the US. Our knowledgeable industry experts share their perspectives on the current Canadian sentiment toward US travel, potential economic impacts, and the power of tourism as a connector during challenging times.

Vince Accardi, President of Ontario Motor Coach Association Vince emphasizes the longstanding economic and cultural ties between Canada and the U.S. in tourism. He highlights the importance of staying invested in cross-border partnerships even during challenging situations and the importance of open communication and collaboration between tour operators, destinations, and consumers to counter the negative effects of current political climates.

Corey Fram, Director of Thousand Islands International Tourism Council Corey shares insights from the unique position of a binational destination. He pointed out the historical patterns of cross-border travel challenges, such as those post-9/11, and the impact on travel sentiment. He also stresses the importance of maintaining face-to-face communication and building strong relationships at the local level to ensure continued collaboration across the border.

Richard Arnold, Owner of Atlantic Tours Canada Richard discusses the deep-rooted connections between Atlantic Canada and the U.S., particularly New England. He frankly expresses that Canadians’ sentiments toward current political issues have also led to hurt feelings. However, he remains optimistic about the tourism sector’s resilience and values the importance of storytelling and media campaigns to remind Canadians and Americans of their longstanding friendly relations and shared histories.

Catherine Dawson March, Travel Writer and Editor of the Globe And Mail Catherine offers her insights into the editorial perspective on the situation. She discusses the shift in Canadian sentiment toward travel to the U.S. due to current trade issues. Catherine highlights the challenge of running U.S.-focused stories during such times and expresses the responsibility of media professionals to handle content carefully to avoid inflaming existing tensions.

Christopher Mitchell, Canadian Travel Influencer from Traveling With Mitch Chris speaks about maintaining personal and professional relationships beyond political narratives. While acknowledging the challenges posed by the current climate, Chris emphasizes the value of sharing local stories that highlight human connections and positive experiences. He stresses the role of travel influencers and creators in shaping narratives that transcend political disputes and support ongoing dialogue between Canadians and Americans.

It’s clear that despite the hurdles posed by tariffs and political rhetoric, the tourism relationship between these two countries remains resilient. The panel urges open communication, and strategic partnerships to nurture this vital economic and cultural bond. As communities, companies, and governments on both sides of the border navigate these complexities, the overarching message is one of patience, optimism, and a shared commitment to a future where tourism flourishes, unhindered by current and future challenges.

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This is the first of a two-part series from the ABA Marketplace, in which we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. In this episode, you’ll hear from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel.

In this episode, you’ll hear from these remarkable leaders:

Sally Altman, Director Of Global Sales From Travel Advocates: https://www.linkedin.com/in/sally-altman/
Mitch Bach, CEO of Trip School: https://www.linkedin.com/in/mitchellbach/
Marlene Kay Smith, Sales Manager Of Traverse City Tourism: https://www.linkedin.com/in/marlenekaysmith/
Lew Myers, III, Director Of Policy, Research, And Impact At American Bus Association: https://www.linkedin.com/in/lew-myers-iii-38b605126/
Joe Lannan, Executive Director Of Visit French Lick West Baden: https://www.linkedin.com/in/joelannan/

Insights from ABA Marketplace in Philadelphia

Join us for some golden nuggets from the American Bus Association (ABA) Marketplace in Philadelphia. We’ll explore how the travel sector is evolving, uncover some significant opportunities on the horizon, and discuss strategies driving the future of travel.

Sally Altman, Director Of Global Sales From Travel Advocates Sally highlights Travel Advocates’ ability to address last-minute hotel sourcing needs and discusses the value of networking and volunteering at shows like ABA for building relationships. She emphasizes listening to colleagues and clients and integrity as keys to her success. For her, it’s those long-term relationships, not just short-term transactions, that drive her career.

Mitch Bach, CEO of Trip School I loved hearing Mitch Bach, CEO of Trip School and host of the Tourpreneur Travel Business Podcast, share his thoughts on the travel industry’s shift toward building communities and why success lies in building emotional connections with potential clients. He advises new professionals to network actively at events like ABA; his philosophy is to ‘smile and say hello to everybody’!

Marlene Kay Smith, Sales Manager Of Traverse City Tourism Marlene shares her excitement for upcoming opportunities in 2025, like Traverse City’s international fireworks and its growing collaboration with local partners to attract visitors. She talks more about the trend for “slow tourism,” where travelers favor immersive experiences and connections with the environment. She fondly describes ABA Marketplace as a place to form deeper connections and foster valuable business relationships.

Lew Myers, Director Of Policy, Research, and Impact at American Bus Association Lew and I discuss the importance of data-driven research and policy advocacy to support the bus and tourism sector. He discusses the foundation’s initiatives, such as scholarships, fundraising events, and research efforts, to strengthen the industry’s competitiveness against other travel modes, such as airlines and cruises. He describes ABA Marketplace as a vibrant, relationship-centered event akin to a family reunion.

Joe Lannan, Executive Director Of Visit French Lick West Baden Joe focuses on his plans to strengthen local partnerships to improve visitor experiences at his destination. As a leader new to the travel and tourism sector, we discuss why he prioritizes empathy, data-driven decision-making, and collaboration as a leader. Joe appreciates ABA Marketplace as an invaluable platform for networking and gaining fresh perspectives.

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On this episode of Destination on the Left, I talk with Lisa Meriwether, Tourism Manager, City of Danville, and Pittsylvania County, VA all about the creation of a brand new DMO. She details the three key steps that helped set the new brand up for success, starting with hiring a seasoned industry consultant and marketing partner, then focusing on the community’s citizens before the visitors, and finally, connecting the new brand to a tourism product that already existed. Lisa also shares more about how an $850,000,000 Caesars Resort development was the catalyst that got it all started.

What You Will Learn in This Episode: * Why Lisa prioritized community engagement with locals before promoting to visitors * How an $850,000,000 Caesars Resort development acted as a catalyst for the tourism program’s success * How a seasoned industry consultant and marketing partner helped in establishing a strategic plan and brand for Visit SoSi * Lisa discusses the importance of community collaboration and building partnerships with local stakeholders for sustainable tourism * Why Lisa leverages an ambassador program to engage citizens and educate them about tourism’s significance in their community

Engaging the Community When Lisa Meriweather was appointed Danville’s tourism manager, there was no brand, identity, plan, or budget. She collaborated with the Eddie Alexander team to create a tourism master plan and establish a clear, forward direction.

One key part of Lisa’s strategy was prioritizing the citizens of Danville before even targeting visitors. By treating local citizens as their first customers, the Visit SoSi team was able to build community pride and trust in the new brand. This initiative proved to be a turning point, with locals increasingly becoming community champions and showcasing the brand to outsiders.

Catalyst for Transformation – The Caesars’ $850M Resort Development The $850 million Caesars Resort development has been a huge catalyst for Danville’s tourism revitalization. Lisa talks all about how the project sparked curiosity and excitement nationwide, positioning Danville as an exciting destination. The project was approved in a 2020 referendum and opened in December 2023, drastically altering the economic and tourism landscape in the area.

Caesars’ emergence in Danville has attracted leisure travelers and meeting planners, bridging the gap for an area with limited accommodation offerings. The project has set the stage for further economic development and diversified industry growth, moving away from the historic dependency on textiles.

Collaboration and Connectivity A cornerstone of the Visit SoSi strategy has been creating a collaborative atmosphere among previously siloed tourism stakeholders. Lisa organized quarterly stakeholder meetings, facilitating a unified front where hotels, museums, raceways, and other attractions could communicate and collectively strategize. This breaking down of silos has led to more cohesive marketing efforts, strengthening Danville’s overall tourism product.

Resources: * Website: https://www.visitsosi.com/ * Instagram: https://www.instagram.com/visitsosi * LinkedIn: https://www.linkedin.com/in/lisa-meriwether-10273a2a/

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In this episode of Destination on the Left, Eileen Ivette shares her journey to becoming a creator and travel influencer. We discuss her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Eileen shares historical narratives and shows people how to immerse themselves in history while traveling. She details her storytelling approach, from equipment choices to balancing work, authentic experiences, and content curation for each piece.

What You Will Learn in This Episode: * Why Eileen is passionate about creating platforms that highlight the presence and contributions of Afro-Latinos in Latin America and the importance of representation * How Eileen’s unique approach to storytelling involves treating her content as a love letter to a destination and the strategies she uses to create immersive and engaging content * Why Eileen believes that exposure to diverse cultures through travel leads to personal expansion and greater cultural understanding * What role Eileen’s background in journalism plays in her ability to capture and share meaningful stories through video content * How Eileen collaborates with destinations and the flexibility she appreciates when creating authentic stories that resonate with her audience

Celebrating Cultural Diversity Through Travel With an academic background in journalism, media, and film from Howard University, Eileen has always been passionate about storytelling. This passion led her to create content that entertains, educates, and inspires.

Eileen loves to share stories about black history, businesses, and events across Latin America. Her commitment to this cause was recently recognized with her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Through her work, Eileen aims to share history and show how travelers can immerse themselves in it when visiting different destinations. She believes that cross-cultural connections and exposure to new cultures lead to expansion and growth.

Crafting Content with Heart Eileen views her projects as love letters to the destinations she showcases, pouring emotion into each piece she produces. Her aim is always to capture the energy and essence of each place she visits, bringing it to life for her audience.

She described balancing her work with the authentic travel experience, ensuring her content remains engaging and immersive. Her goal is to make viewers feel the energy and emotions of the places she visits, even if they can’t be there in person.

Inspiring Connections Eileen’s work goes beyond sharing beautiful destinations; it bridges gaps and inspires meaningful conversations about cultural diversity. She emphasizes the importance of connecting with one’s roots through travel, highlighting how these journeys can help individuals understand and appreciate the diverse threads that shape our shared history. Eileen’s travels to Colombia and Brazil are great examples of how immersing yourself in local culture builds amazing community connections.

Resources: * Website: http://www.eileenivette.com/ * LinkedIn: https://www.linkedin.com/in/eileen-ivette/ * YouTube: https://youtu.be/beLg_ljrmDU?si=a-Uh6NskvNjpWqEm

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On this episode of Destination on the Left, I talk with Stacy Ritter, President and CEO of Visit Lauderdale, about the importance of serving your community and residents first. We discuss how she approached the realities of the cultural divisions in her state and how her organization has helped her community stay true to who they are and share that message with others. We also discuss Visit Lauderdale’s upcoming exciting new projects and creative collaborations.

What You Will Learn in This Episode: * How Stacy approached Visit Lauderdale’s rebrand by focusing on inclusivity and service to the community * Why she believes in speaking out against the cultural wars in Florida, and how it reflects the values of her community * Strategies Visit Lauderdale uses to stand out in a crowded travel and tourism marketplace * Exciting collaborations that Visit Lauderdale has with destinations like Provincetown and Palm Springs * What exciting new developments are on the horizon for Visit Lauderdale, including the convention center expansion and partnerships * Stacy’s perspective on representing and reflecting community values in destination marketing

Rethinking the Brand We dig into the rebranding process for Visit Lauderdale. Dissatisfied with the previous tagline, “Hello Sunny,” Stacy led a brand overhaul to better reflect the vibrant diversity of the area. The new tagline, “Everyone Under the Sun,” focuses on inclusivity and much better represents the multicultural population of Broward County, which includes 170 nationalities and 148 languages.

Stacy shares the importance of understanding residents first and genuinely believes that when the community is happy they are positive ambassadors for a destination.

Values-Led Leadership Throughout our discussion, Stacy shares her perspective on the importance of values-led leadership. Visit Lauderdale is committed to inclusivity, economic growth, and resident welfare. This values-centric approach improves community relations and helps craft genuinely magnetic marketing campaigns that have an impact.

Exciting Developments on the Horizon Visit Lauderdale has some exciting projects on the horizon, including the $1 billion expansion of the Broward County Convention Center and the new 801-room Omni Hotel, expected to open in September 2025. These new projects will significantly improve Fort Lauderdale’s ability to host larger conventions and attract international attention.

The renovation of Pier 66, a historical site and iconic building, is just one example of how Fort Lauderdale is preserving its heritage while integrating all the attractions that contemporary travelers are looking for. Stacy is looking forward to these future developments drawing in more visitors and improving the overall experience of the area.

Resources: * Website: https://www.visitlauderdale.com/ * LinkedIn Personal: https://www.linkedin.com/in/stacy-ritter-10454917/ * LinkedIn Business: https://www.linkedin.com/company/gflcvb/

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On this episode of Destination on the Left, I talk with Graeme Labe, Managing Partner and Chief Design Officer at Luxury Frontiers. He discusses how his immersive design firm got started and has gained traction since 2020 as people are seeking more meaningful experiences. Graeme redefines the meaning of luxury travel, explaining that genuine experiences and a connection to nature are important parts of this market.

What You Will Learn in This Episode: * How Graeme transitioned from traditional hotel project management to becoming the managing partner at Luxury Frontiers, a company specializing in immersive and experiential design for the hospitality industry * Why the concept of luxury has evolved to focus more on genuine and meaningful experiences rather than just physical amenities * How the COVID-19 pandemic accelerated the demand for experiential hospitality * What specific strategies and design elements Luxury Frontiers use to integrate local communities into their projects, ensuring sustainability and creating mutual benefits * Graeme shares insights on creating holistic return on investment by balancing financial gains with environmental sustainability and community engagement

The Rise of Immersive Experiences Graeme co-founded Luxury Frontiers, a design firm that creates unique and innovative architectural designs for the hospitality industry. Their goal is to craft unforgettable experiences that blend seamlessly with the surrounding natural environment. By working with well-known clients like Abercrombie and Kent, Graeme’s approach has helped redefine what luxury travel means today.

The idea of luxury has changed. It’s no longer about flashy displays of wealth. Today’s Travelers are looking for authentic and meaningful experiences connecting them with nature and local culture. Graeme understands this shift and uses it to create designs that appeal to modern travelers. One example is the Nabiba project in Mexico, collaborating with Four Seasons. This project reimagines hospitality by focusing on unique lodging, interactive dining, and deep engagement with the local area. Guests are encouraged to participate in food preparation, and there’s no traditional reception area. Nabiba offers an immersive experience that goes beyond a typical hotel stay.

Strategic Collaboration Graeme believes collaboration is key, whether with other architects, designers, or local communities. He’s convinced that teamwork leads to amazing results, not just in the creative process but in the final product because it brings together a wealth of knowledge and experience.

Sustainability is really important to Graeme and Luxury Frontiers. He explained that it’s not just about being eco-friendly – it’s also about creating jobs for the people who live nearby. Their projects often use local architecture and traditional building methods, which means more jobs and skills training for locals. This way, the whole community benefits from each project for years to come.

Redefining ROI in Hospitality The COVID-19 pandemic really sped up the demand for immersive experiences. As people started coming out of lockdowns, they really wanted to reconnect with nature and enjoy meaningful interactions. Graeme noticed a big increase in demand for projects that offer genuine engagement with the environment and local culture. This shift has allowed Luxury Frontiers to focus on delivering amazing experiences and solidify their position as a market leader.

Graeme wrapped up the conversation by challenging the traditional idea of return on investment (ROI). He suggested that travel marketers need to start looking at the bigger picture and consider both financial returns and environmental impact for the future of hospitality. By prioritizing sustainable practices and immersive experiences, companies can improve their bottom line and make a positive contribution to the world and local communities.

Resources: * Website: https://www.luxury-frontiers.com * LinkedIn Personal: https://www.linkedin.com/in/graeme-labe-a0332b19 * LinkedIn Business: https://www.linkedin.com/company/luxury-frontiers

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On this episode of Destination on the Left, I talk with Andy Clinton, CEO of Visit York County. He discusses why youth sports tourism is so important to his community and how reaching out to other successful destinations for inspiration has helped them build their visitor numbers. Andy also shares the details of the innovative strategies that Visit York County uses to grow traffic to their website, increasing it from 500,000 to over 2 million page views annually.

What You Will Learn in This Episode: * Why youth sports tourism is crucial for York County and how the community leverages its local assets to attract major events * How Visit York County collaborates with local partners like the Chamber of Commerce and economic development organizations to enhance overall community marketing * Why short-form videos and digestible blogs are vital for engagement and how they have transformed their digital presence * Andy’s approach to benchmarking and reaching out to other successful destinations for inspiration and best practices * How Visit York County uses geolocation data to provide unique insights to local businesses

Youth Sports Tourism One of the central themes Andy discussed was the burgeoning field of youth sports tourism. York County’s various state-of-the-art sports facilities, including a nine-court basketball facility and softball complexes, position it as a prime location for national and international sports events. With events like the Adidas 3SSB basketball circuit and the NCAA Cross Country Southeast Regionals, the county has been able to attract substantial hotel bookings.

Andy stressed the impact of accessibility on their success, particularly the convenience offered by the nearby Charlotte Douglas International Airport. This airport’s proximity allows for easy travel, attracting teams and visitors nationwide.

Focusing on Collaborations Andy shares how Visit York County collaborates with the York County Chamber of Commerce and the county’s economic development department to build united marketing efforts. Their partnership ensures that they present a cohesive message that promotes the county as a tourist destination and a vibrant community with ample business opportunities.

We also discuss how Visit York County uses geolocation data to provide unique insights to local businesses. By analyzing mobile location data, they can report detailed information about their customer base to restaurant and brewery owners, such as the percentage of visitors from outside the county and the number of different states that customers are coming from. This approach allows stakeholders to see the tangible benefits of tourism and understand its significant impact on their businesses.

Getting Visible Online A huge part of York County’s strategy has been continuously boosting its digital presence. Visit York County’s website has had an impressive transformation over the past few years, resulting in an impressive increase in traffic from 500,000 to over 2 million page views annually. The key to this impressive growth is in creating engaging short-form video content, great imagery, and digestible blogs. Topics like “Top Five Places to Pick Strawberries” and “Where to Find Santa in York County” have driven traffic and engaged tourists and local residents.

Resources: * Website: https://www.visityorkcounty.com/ * LinkedIn Personal: https://www.linkedin.com/in/andrew-clinton-05720258/ * LinkedIn Business: https://www.linkedin.com/company/visityorkcountysc/

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On this episode of Destination on the Left, I talk with Arturo Gaona, Chief Partnership Officer at Wheel the World. Arturo shares how Wheel the World started with one vision in mind and evolved into a solution for helping visitors of all abilities know what to expect when planning their travels. He shares how Wheel the World collaborates with DMOs to map accessibility features and provide accurate, reliable accessibility information for travelers.

What You Will Learn in This Episode: * Why Wheel the World was founded and how a crowdfunding trip to Patagonia inspired the start of the company * What the Accessibility Mapping System (AMS) is and how it helps both DMOs and travelers * Specific challenges travelers with disabilities face and how Wheel the World’s solutions aim to address these issues * How the Destination Verified program helps destinations attract more diverse visitors by making accessibility information more transparent and accessible * What proactive steps DMOs can take to improve how they share information about accessibility

From Personal Experience to Global Impact Arturo shares how Wheel the World was born in 2016, when a trip planned with friends, including a wheelchair user, to Torres del Paine in Patagonia exposed the glaring gaps in accessible travel information. The group’s determination led to creating a hiking wheelchair and a crowdfunded expedition, which went viral, catapulting the concept of accessible travel into the spotlight. The overwhelming internet response to their self-filmed documentary inspired Arturo and his friends to found Wheel the World in 2017.

How DMOs Can Create Accessible Destinations The collaboration with Visit Mesa, a trailblazer in destination accessibility, was Wheel the World’s foray into working with DMOs. Arturo explains how their method helps destination marketers take steps to share their accessible locations with potential visitors:

Accessibility Information Provide accurate and comprehensive accessibility information. Arturo explains that many destinations lack a centralized repository of accessibility data. By mapping the accessibility of over 90 destinations with its Accessibility Mapping System (AMS) app, Wheel the World can provide travelers with the information they need to plan their trips.
Booking Solutions Once accessibility data is collected, the next step is ensuring that travelers can easily book accommodations and services that meet their unique needs. Wheel the World offers a user-friendly platform where accessible travel options are readily bookable, bridging the gap between information and action.
Training Another barrier to accessible travel is hospitality professionals’ lack of knowledge and awareness of interacting with people with disabilities. Wheel the World’s Academy provides training that gives industry professionals the skills they need to provide excellent service, break down invisible barriers, and embed inclusivity. Arturo also discusses how marketers can present the destination in a way that resonates with travelers with disabilities, ensuring they feel welcomed and included.

Arturo emphasizes that DMOs can start by taking small, actionable steps toward inclusivity. The key starting point is to find out a destination’s accessibility information online and then work on continuously improving accessibility.

Resources: * Website: https://wheeltheworld.com/ * LinkedIn Personal: https://www.linkedin.com/in/arturo-gaona-ab38a71a/ * LinkedIn Business: https://www.linkedin.com/company/wheeltheworld/ * Destination Verified: https://wheeltheworld.com/destination-verified?

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On this episode of Destination on the Left, I talk with Nikita France, Founder of Travel Agent Collective, who shares her story of how she helps travel agents build their businesses by building their personal brand. She offers great actionable advice on how to stand out on social media so you can build authority, confidence, and trust with potential customers.

What You Will Learn in This Episode: * How Nikita transitioned from consulting for Caribbean hotels to founding Travel Agent Collective * Why personal branding is crucial for travel agents and the methods to build trust and authority in the industry * How Nikita advises travel agents to use social media platforms like LinkedIn, Instagram, and Facebook to position themselves as industry experts * Why email marketing is an indispensable tool for travel agents and how to effectively use personalization and conversational tones * How to leverage TikTok trends and move followers to other platforms, ensuring higher engagement and conversions * Nikita’s insights and practical advice on repurposing content and using AI to optimize your marketing efforts

The Story Behind Travel Agent Collective After consulting for Caribbean hotels and spotting a gap in travel advisors’ marketing strategies, Nikita founded Travel Agent Collective in 2017. Starting as a basic content solution, it has evolved into a comprehensive platform that provides vital marketing tools for travel advisors.

The pandemic posed unprecedented challenges for the travel industry. Launching her company in November 2019, Nikita quickly pivoted her messaging to assist travel advisors in handling client cancellations and rescheduled trips. The conversation around personal branding was never more relevant, as maintaining a strong social media presence during the pandemic proved essential for staying top-of-mind with clients.

Why Personal Branding Builds Authority Personal branding isn’t just about self-promotion—it’s about building trust and establishing authority in your field. For travel advisors, this means cultivating an authentic presence that speaks directly to potential clients. “People relate to people,” Nikita emphasizes. “A strong personal brand lays the groundwork for authentic connections.”

Nikita advises blending personal content with business updates to reach as many potential travelers as possible. For example, you could share a mix of family photos and client success stories on Facebook. This humanizes your business, making clients feel more connected to you as a person. On Instagram, maintain a conversational tone like speaking to a friend at a cocktail party. And on LinkedIn, focus on thought leadership: share your industry insights and success stories to establish yourself as an authority.

Using Social Media Effectively Each social media platform serves a different purpose, and Nikita shares her tips on how you can use each platform effectively as a business.

Facebook: Maintain a business page and use your personal page for broader reach. Share a mix of personal and business content to stay authentic.

Instagram: Use a business profile for better insights. Personal stories can blend with business updates to help you stay top of mind with travelers.

LinkedIn: Approach it as a platform for thought leadership. Share industry insights and behind-the-scenes content to build authority.

Engagement is key to social media’s effectiveness. Nikita stresses that your tone should be conversational, not salesy. Your stories and successes should subtly showcase your expertise without overt selling.

Resources: * Website: https://www.travelagentcollective.com/ * LinkedIn: https://www.linkedin.com/in/nikitafrance/

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On this episode of Destination on the Left, I talk with Brian Applegarth, founding chair of the Cannabis Travel Association International and owner of Applegarth Strategies, about the burgeoning interest in cannabis tourism. He describes the four archetypes of this growing target market, and we discuss how destinations should think about their cannabis experience and how to develop it alongside their brand. Brian also shares some case studies of destinations that are innovating with cannabis experiences right now.

What You Will Learn in This Episode: * How Brian categorizes cannabis travelers into four distinct archetypes and the marketing strategies tailored for each * Why there is a growing interest in cannabis tourism, with approximately 70 million Americans expressing interest * What role data and storytelling play in effectively marketing and integrating cannabis tourism into travel destinations * How destinations like Travel Santa Ana and VISIT Oakland are innovating with cannabis experiences, including the introduction of cannabis trails * What the cannabis travel industry can learn from craft brewery and vineyard tourism

Understanding the Cannabis Tourism Market With over 70 million Americans interested in cannabis tourism, Brian shares the importance of understanding the varied subgroups within this demographic. His insights into what kinds of travelers are interested in exploring cannabis culture help DMOs create targeted marketing and refine their strategies to better attract this rapidly growing group. From the ‘canna-curious’ to the ‘transformative/ceremonial traveler,’ understanding these traveler personas enables more precise, meaningful engagement.

Brian outlines four distinct archetypes that highlight varying niches of cannabis engagement and interest:

Canna-Curious: Individuals who are interested in exploring cannabis experiences but aren’t necessarily consumers. 2. Cannabis Wellness: People focused on enhancing their quality of life and well-being through cannabis. 3. Cannabis Connoisseurs: Enthusiasts who are interested in the intricacies of cannabis cultivation and different varieties. 4. Transformative/Ceremonial Traveler: Those seeking spiritual or consciousness-expanding experiences through cannabis.

Understanding these subgroups is crucial for destinations aiming to effectively cater to the diverse needs and preferences of cannabis tourists.

Leveraging Data to Inform Strategy Brian emphasizes the power of data in creating successful cannabis tourism strategies. His data-driven approach allows destinations to design engaging and personalized cannabis experiences. We dig into the details of Brian’s work with destinations like Travel Santa Ana, with its 30 cannabis shops and how they collaborate with a local cannabis farm, or Oakland’s ‘Visit Oakland’ cannabis trail which stands out by combining lounges, shops, and equity-focused activities, promoting diversity and inclusion in the cannabis industry.

Opportunities in Cannabis Tourism As cannabis legalization spreads, destinations can innovate with creative cannabis-centric experiences. The synergy with craft beverages, especially in agriculturally rich regions, offers destinations really exciting prospects and the integration of cannabis has huge potential for capturing the imagination of a new group of visitors. Brian highlights the importance of collaboration and an inclusive approach that respects local cultures and histories.

Resources: * Website: https://brianapplegarth.com/ * LinkedIn: https://www.linkedin.com/in/Brian-Applegarth/ * Canna-Starter Kit for Destinations: https://brianapplegarth.gumroad.com/l/starterkit

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This week, we’re sharing more insights from travel experts at the NTA Travel Exchange event in Huntsville, Alabama. You’ll hear how improving efficiency in tour operations can enhance customer satisfaction through digital tools and technology integration. We also discuss the impact of AI on tourism and the importance of strategic partnerships in our industry. Our space has some promising new initiatives and exciting future plans, and I’m sure you’ll love our guests’ golden nuggets of advice.

In this episode, you’ll hear from these knowledgeable leaders:

Eileen Gutierrez: https://www.linkedin.com/in/eileengutierrez/
Evan Krofchick: https://www.linkedin.com/in/evan-krofchick-78b4b623/
Jason Murray: https://www.southwestadventuretours.com/about-us/our-team/jason-murray/
Jeremy Hundt: https://www.linkedin.com/in/jeremy-h-69547166/
Jill Daly: https://www.linkedin.com/in/jilldaly/

More Insights from The National Tour Association Travel Exchange

Eileen Gutierrez of Wetravel

Eileen discusses the increasing importance of customization and the shift toward online and installment payment options, reflecting trends emerging from her platform, WeTravel. She also shares how their new AI-driven itinerary builder, set to launch in 2025, aims to streamline operations and enhance customer experiences. Eileen loves the sense of community and collaboration fostered by the NTA Travel Exchange, likening it to a family. She highlights the importance of networking events for exchanging ideas and strengthening industry bonds.

Evan Krofchick of Trackables Travel Software Systems

Evan dives into the critical importance of improving operational efficiency in tour operations to improve customer satisfaction. He also discusses the profound impact of reducing wait times and leveraging digital tools for itinerary management and logistics, such as proper luggage handling, to avoid costly and inconvenient errors. Evan can’t praise the collaborative environment fostered by the NTA Travel Exchange enough because of the way it enables travel industry professionals to come together and provide exceptional travel experiences.

Jason Murray of Southwest Adventure Tours

We discuss 2025 trends, including the impact of AI on tourism, a significant shift towards customization, and the strategic importance of time management for entrepreneurs. Jason addresses the challenges of remote work in maintaining team cohesion, emphasizing the need for intentional communication and shared alignment with company values. Our conversation also covers Jason’s strategic pivot from hands-on tour guiding to assuming a leadership role, illustrating the company’s adaptability and forward-thinking approach.

Jeremy Hundt of Landmark Tours

Jeremy and I dive into the reasons behind the growing appeal of slow travel, where tourists are encouraged to immerse themselves in destinations over longer stays, reducing the stress of daily movement. Jeremy highlights the crucial role of partnerships, particularly with Destination Management Organizations (DMOs), in orchestrating successful tours and fostering group-friendly environments. He enjoys the NTA Travel Exchange because it’s a vibrant community where competitors come together to advance the industry, sharing data and strategies to overcome mutual challenges.

Jill Daly of The Israel Ministry Of Tourism

Jill focuses on the theme of resilience in maintaining tourism during conflicts, specifically highlighting Israel’s current situation post-October 7th attacks. Despite the challenges, she outlines ongoing efforts to keep tourism viable, she also touches on the emerging trend of voluntourism, where visitors participate in service activities helping local communities, such as picking citrus fruits. Jill shares her personal experience of how the tourism industry can thrive even amidst adversity.

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Welcome to the first of a two-part series from NTA, where we dive into tour and travel trends, partnerships, and challenges shaping the industry. In our conversations, we explore the rise of transformative travel, the international tourism rebound, and innovations in payment systems—all key trends driving the travel industry forward into 2025.

In this episode, you’ll hear from these industry leaders:

Kelly Dean: https://www.linkedin.com/in/kellydeanottawa/
Kim Ricaurte: https://www.linkedin.com/in/kim-ricaurte-510588285/
Patrick McIntyre: https://www.linkedin.com/in/patrick-mcintyre-2b61914
Sheryl Porto: https://www.linkedin.com/in/sheryl-porto-489189b1/
Zach Harrison: https://www.linkedin.com/in/zachary-harrison-a63481194/

In my interviews at the NTA, each guest shares examples of successful collaborations from DMOs and hotels to technology providers that help them create unique and memorable travel experiences.

Kelly Dean from Ottawa Tourism

Kelly emphasizes transformative and experiential travel, including immersive experiences such as culinary tourism and engaging deeply with local cultures. She shares more about how the travel industry can grow and adapt post-pandemic to meet evolving consumer expectations for the future.

Kim Ricaurte from Airwallex

We discuss Kim’s approach to helping people embrace new solutions without criticizing their existing methods, and she emphasizes the importance of partnership and support through these transitions. Kim also discusses significant trends in financial technology, particularly a shift away from traditional credit cards to alternative payment methods such as Google Pay, Apple Pay, and local systems like ACH, and explains the benefits of educating travel operators on these new financial solutions.

Patrick McIntyre from Image Tours

Patrick shares some new things he is working on for 2025—including a new Greek tour. He digs into the importance of responding to customer feedback and making tweaks that keep itineraries fresh and attractive to travelers. Building stronger relationships with your clientele helps support sales. Patrick describes the NTA Travel Exchange as “new” and says it’s an exciting place to learn, get to know some new people, and continue to develop relationships with people he’s already met.

Sheryl Porto from Merani Hotel Group

Sheryl and I dig into the exciting resurgence in international travel, particularly in Niagara Falls, USA, highlighting the unique cross-border tourism challenges and opportunities between the US and Canada. She shares her thoughts on the recovering international market post-pandemic and anticipates seeing significant business growth in 2025, especially from the Indian market.

Zach Harrison from Anderson Vacations

Zach and I discuss his focus on small-group travel, especially in remote Canadian areas. He highlights the shift from large 55-passenger buses to smaller 16-passenger groups, which allows for more intimate travel experiences and access to unique destinations that larger buses cannot reach, such as early morning wildlife tours in the Rockies. Zach also shares the importance of mentorship in the evolving travel industry, acknowledges generational gaps, and emphasizes the warm, collaborative community fostered at the NTA Travel Exchange.

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On this episode of Destination on the Left, I’m talking with eight industry professionals at OMCA Marketplace, held in Windsor, Ontario, Canada. These conversations emphasize the evolving nature of the travel industry driven by changes in traveler expectations, strategic international cooperation, and a strong focus on quality and convenience.

In this episode, you’ll hear from these travel industry professionals:

Jeffrey Goldwasser: https://www.linkedin.com/in/jeffrey-goldwasser-36264711/
Brittany Dykla: https://www.linkedin.com/in/brittany-dykla-cpa-7a50b036/
Jennifer Miller: https://www.linkedin.com/in/jennifernealmiller/
Karine Boudreau: https://www.linkedin.com/in/karine-boudreau-722355205/
Marcy Barnes: https://www.linkedin.com/in/marcy-barnes-8b98092b/
Mary Ellen Hudson: https://www.linkedin.com/in/mary-ellen-hudson-4807071b/
Ray DeNure: https://www.linkedin.com/in/ray-denure-7852805b/
Ben Rome: https://www.linkedin.com/in/benhrome/

Jeffrey Goldwasser – Sales Representative For Amaya Seating

Jeffrey reflects on how many industry shows he attends each year and underscores the importance of networking outside the booths, such as in elevators, meals, or after-parties, where meaningful connections often occur. He also talks about supporting the “Women in Buses” initiative under the ABA, recognizing women’s critical role in the bus industry. Jeffrey describes the OMCA Marketplace as “evolving,” appreciating the opportunity to meet new people and establish future business connections.

Brittany Dykla – CFO Of Brilliant Edventures

Brittany discusses the integral role of collaboration in tourism, which distinguishes it from other sectors where collaboration often requires additional encouragement. She notes the importance of leveraging the current travel boom for long-term growth through immersive, storytelling-driven experiences that feel exclusive to the group and resonate with younger generations. She loves the OMCA Marketplace, praising its collaborative, productive atmosphere!

Jennifer Miller – Manager, Domestic Tourism From Visit Detroit

We discuss the vibrant tourism offerings available in Metropolitan Detroit that help visitors enjoy the city’s rich history and fun distillery scene. She highlights valuable cross-border collaborations with Windsor, Ontario, such as the Detroit Grand Prix and the Freedom Festival fireworks. Jennifer describes the OMCA Marketplace as “comfortable” with effective networking opportunities that help build valuable industry relationships.

Karine Boudreau – Sales And Marketing Coordinator From Destination Moncton Dieppa

Karine describes her first time attending the OMCA Marketplace as welcoming and says it’s an excellent opportunity to make new contacts. She shares the increasing popularity of real-life experiences that revolve around food, leisure activities, and spending time outdoors such as the enchanted night walk that depicts the Acadian culture in the best possible way.

Marcy Barnes – Market Development Specialist From Tourism New Brunswick

Marcy identifies sustainability as a growing trend in the tour and travel sector for 2025, which includes practices like using reusable water bottles and alternative transportation methods. She mentions the advantage of taking longer trips to improve sustainability, reducing the need for multiple short flights throughout the year. Marcy uses a gardening analogy to emphasize the importance of relationship building at events like OMCA, comparing initial meetings to planting seeds and subsequent interactions to nurturing a relationship.

Mary Ellen Hudson – Travel Trade From Fredericton Capital Region Tourism

Mary Ellen highlights the growing interest in astrotourism, following significant astronomical events like the total eclipse observed in Fredericton. She mentions partnerships with the Royal Astronomical Society of Canada to promote events such as star-watching and telescope observations, which cater to this upcoming trend. She describes the OMCA Marketplace as “fun,” leaning into the energetic and social nature of the travel industry event.

Ray DeNure – Owner From DeNure Tours

Ray discusses taking a long-term view of the industry, understanding the broader context, and integrating forward-looking strategies to sustain and grow the business while accommodating shifting travel behaviors and preferences. He emphasizes events like the OMCA Marketplace’s positive role in making business connections and creating informal networking opportunities in social settings.

Ben Rome – Director Of Communications And Brand From American Bus Association

We discuss the resurgence of travel bookings and the increased numbers of solo travel and single-family travel. People now seem to be open to traveling to international destinations right now too, whereas over the past couple of years travel has mostly been land-based domestic travel. Ben also shares his experience of experiential travel demand and why younger people, particularly, are drawn to immersive travel as they want to be part of the story.

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On this episode of Destination on the Left, I’m sharing the first of a two-part series from the OMCA Marketplace that was held in Windsor, Ontario, Canada. I know you’ll find the wisdom these eight influential industry professionals offer invaluable.

We dig into the recent tour and travel trends, including cross-border travel and the importance of connections for business success. My guests also explore key themes such as a shift towards smaller and specialized group travel and the rise of the Fully Independent Traveler (FIT) and how these types of small group offerings cater to niche interests, allowing travelers to enjoy intimate, customized, and immersive experiences that larger groups might miss out on. Our discussions also cover why networking is key in creating new cross-border itineraries and enriching multi-destination travel experiences.

In this episode, you’ll hear from these industry leaders:

Ryan Robutka: https://www.linkedin.com/in/ryan-robutka-b6b1927/
Diane Meglino: https://www.linkedin.com/in/diane-meglino-ctis-67585523/
Cheryl Rash: https://www.linkedin.com/in/cheryl-rash-1078917/
Shawn Geary: https://www.linkedin.com/in/shawn-geary-13003127/
Todd Stallbaumer: https://www.linkedin.com/in/todd-stallbaumer-3650295/
Tillie Youngs: https://www.linkedin.com/in/tillieyoungs/
Elaine Moulder: https://www.linkedin.com/in/elainemoulder/
Steve Vance: https://www.linkedin.com/in/steve-vance-66949422/

Ryan Robutka, Senior Manager For Market Development With Via Rail Canada

I love Ryan’s insights on why travelers are looking for more personalized experiences that give them access to off-the-beaten-path destinations. He shares why train travel is the perfect opportunity to go offline and experience different parts of Canada that they wouldn’t have considered before the pandemic. Ryan’s word for the OMCA Marketplace is “partnership” because the experience is about strengthening partnerships, meeting new people, and building relationships.

Diane Meglino, Business Development Managers For Premier Travel Media

Diane discusses the trends she is seeing coming for 2025/2026, including the America 250th anniversary, and why it’s such a great opportunity to promote destinations all across the East Coast area. She also shares some creative ideas, such as mystery tours, sports tours, military reunions, and girlfriend getaways that involve fun, hands-on activities such as cooking or painting classes.

Cheryl Rash, Business Development Managers For Premier Travel Media

In Cheryl’s experience, there’s nothing better than meeting face-to-face to really make connections. The tourism industry, in general, is such a family-connected industry where we can build friendships and relationships and coming to events such as the OMCA Marketplace is a great way to catch up with peers in person. Diane and Cheryl’s words for the event are “connections” and “beneficial,” and I couldn’t agree more!

Shawn Geary, Mccoy Bus Service And Mccoy Getaways

The trend that Shawn is seeing is that people want to go further afield. The popular destinations these days are within a couple of days travel rather than day trips, as people are prepared to spend a little longer on a bus now than they were before. This has been made much easier by a more streamlined experience going through international borders where passengers are quickly and efficiently screened, allowing them to continue their trip with as little friction as possible. Shawn notes that the connections you make at OMCA Marketplace are so important when it comes to planning tours to new destinations.

Todd Stallbaumer, Consumer And Trade Marketing Director At Oklahoma Tourism And Recreation Department

Right now, Todd is seeing lots of interest in multigenerational travel, especially grandparents and grandchildren traveling together and engaging in their tour. Todd shares that immersion and cultural tourism activities are very popular right now, including experiences such as getting to know the Vietnamese community in Oklahoma City. He also shares more about current multi-state collaborations that his organization is involved in. What Todd loves about the OMCA Marketplace is all the ways you can incorporate knowledge and experience with others in the travel and tourism space.

Tillie Youngs, Sales Director With Thousand Islands International Tourism Council

Tillie Youngs shares more about the experiences her groups most want right now, including getting out on the Saint Lawrence River to see the Thousand Islands from a different vantage point. We discuss the rise in popularity of smaller group travel and how that creates opportunities for personalized experiences in the region, such as diving to see the shipwrecks or enjoying kayaking or canoe excursions. Tillie loves attending in-person events such as the OMCA Marketplace to build those relationships with tour operators as clients and partners.

Elaine Moulder, Founder and CEO Of Brilliant Edventures

Elaine and I chatted about the cross-border travel changes, and she shares why it’s starting to come back in 2024/2025. Many Brilliant Edventures’ clients coming up to Michigan or New York are extending their trips into Canada, too. We also dig into why connections are of the utmost importance in the travel and tourism industry and why it truly feels like one big family. We all want the people who travel to have an impeccable experience, and when you build relationships with people, you can count on them. Creating trust is paramount, so Elaine describes the OMCA Marketplace as “welcoming.”

Steve Vance, Director Of Sales And Marketing From The Grand Adirondack Hotel

As a hotelier, one of the most exciting things Steve is seeing for 2025 is that groups are a foundation of business. Steve says it’s pure joy for his team to see the enjoyment of the authentic, unique Adirondack experience that their carefully curated itineraries bring.

His one word for the OMCA Marketplace is “vital,” and he emphasizes that it’s absolutely critical to have the opportunity to have candid conversations about how you can improve your offer, and create potential collaborations to make traveler experiences even better.

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On this episode of Destination on the Left, I talk with three tourism industry leaders about the power of partnership and community engagement. Maureen Martin, Vice President of Partnerships and Community from Destination Madison, Bryan Kuebel, Senior Partnership Manager from Visit Milwaukee, and Greg LaDuca, Senior Vice President of Industry Relations from Visit Rochester, join me to discuss the Partnership and Community Engagement PACE Forum, the premier gathering place for passionate DMO professionals committed to the power of partnership and community engagement. They share the origin story of the PACE Forum, talk about the importance of this sector of the DMO industry, and give details of the 2025 event.

What You Will Learn in This Episode: * Why PACE was formed and the significance of Partnership and Community Engagement for DMOs * The value of non-competitive idea sharing among peers * How the PACE forum has shifted professional interactions post-pandemic and the advantages of face-to-face networking * The importance of creative revenue sources and consistent communication with tourism commissions * How the PACE 2025 forum in Cincinnati aims to focus on new technologies, data, and AI

Fostering Community and Engagement The Partnership and Community Engagement (PACE) initiative is a network of professionals dedicated to enhancing the impact of DMOs. Maureen elaborates on PACE’s origins, sharing how the initiative formally took shape during the pandemic when professional norms shifted dramatically, leading to the first PACE Forum in Madison, Wisconsin, in February 2024.

With an initial expectation of around 50 attendees, the forum’s attendance soared to approximately 120 participants, underscoring the industry’s hunger for community and collaboration. The forum successfully filled a void left by national conferences, offering continuous networking opportunities and fostering an environment for sharing ideas across borders.

PACE 2025 is set to take place in Cincinnati, Ohio, from February 18-20. The upcoming forum promises to dig deep into new technologies, data analytics, artificial intelligence, and the invaluable role of networking in destination marketing.

Advocacy for DMOs Maintaining consistent communication with tourism commissions and creatively seeking revenue sources is so important in the travel and tourism industry. The success of DMOs hinges on building strong, meaningful relationships within the community. Innovative programs like mentorship initiatives within the PACE Forum are designed to help newcomers integrate and feel connected. Their programs ensure that professionals at all travel and tourism industry levels benefit from the wealth of knowledge and experience available.

Advocacy extends beyond simple promotion—it involves building robust relationships, consistent communication, and a clear demonstration of tourism’s economic impact on local communities. Sharing tangible success stories about how tourism positively affects local businesses and the community helps bolster support from various stakeholders. These compelling stories help make the abstract benefits of tourism concrete and relatable.

The Value of Peer Networks Peer networks create a supportive ecosystem where professionals can share ideas that help them overcome common challenges and foster a sense of community. Greg, Maureen, and Bryan all emphasize how these connections promote professional and personal growth, enable tourism professionals to stay current with industry trends, and collaboratively develop impactful initiatives.

The PACE forum, in particular, exemplifies the power of these networks by shifting traditional, nationally-run conferences towards a more intimate, peer-led format. Greg talks about how the forum’s spirit of non-competitive idea exchange allows peers from various cities to share insights and strategies autonomously.

Resources: * Gregory LaDuca * Website: https://www.thepaceforum.com/home * LinkedIn Personal: https://www.linkedin.com/in/gregory-l-laduca-78442713/ * Twitter Personal: https://x.com/gregoryladuca * Maureen Martin * Website: https://www.visitmadison.com/about-us/our-team/ * LinkedIn Personal: https://www.linkedin.com/in/martinmaureen/ * LinkedIn Business: https://www.linkedin.com/company/destination-madison/ * TikTok Business: https://www.tiktok.com/@destinationmadison * Pinterest: https://www.pinterest.com/destinationmadison/ * Youtube: https://www.youtube.com/c/DestinationMadison * Bryan Kubel * Website: https://www.visitmilwaukee.org/ * LinkedIn Personal: https://www.linkedin.com/in/bkubel/ * Facebook Personal: https://www.facebook.com/bkubel/ * Instagram: https://www.instagram.com/bkubel/ * Twitter: https://x.com/bkubel

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On this episode of Destination on the Left, I talk with Catherine Alonzo, CEO at Javelina and host of the How to Change the World Podcast. She shares why story and travel are two sides of the same coin and breaks down how we should approach stories when trying to make a change or social impact. We also discuss the stories we tell ourselves, the importance of internal and external stories, and why core values matter in the travel industry.

What You Will Learn in This Episode: * Why internal narratives and personal storytelling impact how we see the world * How core values guide decision-making and personal fulfillment * Why understanding specific audiences and targeting communications effectively is crucial in crafting impactful stories and strategies * What the significance of having a clear “why” is within an organization, and how to operationalize it to build a sustainable culture * How to use storytelling to create the immersive experiences travelers are looking for

Stories as Catalysts for Change Catherine emphasizes that stories aren’t just tools for entertainment—they are pivotal in shaping our understanding of the world. Whether it’s the narrative we tell ourselves internally or the stories we communicate externally, these narratives have the power to influence change. Catherine explains how stories form the bedrock of how we perceive and interact with the world, which is why they’re so important in driving personal and societal transformation.

Storytelling is an incredibly powerful tool In the travel and tourism industry. We discuss the connection between the vulnerability and richness of storytelling and the immersive experiences travelers are looking for. By creating compelling narratives, destinations can provide deeper, more meaningful experiences that resonate on a personal level with visitors, ultimately driving visitor numbers and community engagement.

Crafting Messages for Targeted Audiences A key part of storytelling is knowing your audience. Catherine highlights a common mistake marketers often make— trying to reach “everybody” and why the story ends up resonating with nobody. Instead, she suggests focusing on a maximum of four distinct audience groups. This could include decision-makers, referral partners, and internal audiences such as team members.

Understanding each audience group’s motivations, psychographics, demographics, and needs allows DMOS to tailor communications to connect with potential visitors on a deeper level. This targeted approach ensures that the emotional core of the message remains consistent, fostering a strong connection with the audience.

Finding and Operationalizing Purpose We discuss the critical importance of a clear “why” within organizations. As someone deeply involved in social change, Catherine believes that organizations cannot sustain a strong, meaningful culture without a well-defined purpose. For those in travel and tourism, this means clarifying why their destination or service exists beyond just economic gain. By integrating this “why” into daily operations, organizations can create authentic and compelling narratives that resonate with their teams and audiences.

Resources: * Website: https://www.catherinealonzo.com/ * LinkedIn Personal: https://www.linkedin.com/in/catherinealonzo/ * Podcast: https://www.catherinealonzo.com/how-to-change-the-world

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In this episode of Destination on the Left, I talk with Jill Peterson, Founder and Chief Growth Strategist at Clover Insights LLC. We discuss how to improve your mental fitness and build positive intelligence, and she explains the differences between your “survival brain” and your “sage brain.” Jill shares why improving your mental fitness leads to greater happiness, increased productivity, and improved mental resilience.

What You Will Learn in This Episode: * How Jill uses the concept of “sage brain” to enhance happiness and productivity in personal and professional settings * Why understanding and managing mental habits, particularly saboteurs, is crucial for overcoming internal barriers * What the Positive Intelligence program entails, including practical techniques like PQ reps and how they help develop mental fitness * Why integrating positive intelligence practices into daily routines can effectively boost mental resilience without requiring additional time * What the role of the “Judge” is in one’s mental framework, and how recognizing its influence can prevent it from sabotaging growth and happiness

Understanding Mental Fitness This week, we’ve got a real treat on the #DOTL podcast, as Jill Peterson Founder and Chief Growth Strategist at Clover Insights LLC. explains how to handle life’s challenges positively.

Jill describes how we can be the best version of ourselves and influence those around us positively. This episode is all about offering you practical strategies to improve your mental fitness for a fresh start as we prepare for a busy holiday season.

The Sage Brain vs. The Survival Brain Jill introduces the concept of the “sage brain” and the “survival brain.” The “sage brain” encompasses positive emotions, creativity, empathy, and curiosity, which are so important for addressing life’s challenges constructively. On the other hand, the survival brain operates on negativity and judgment, housing nine saboteurs that seriously hinder our potential. Recognizing and managing these two brain modes increases happiness and productivity. By understanding our mental habits and overcoming internal barriers, we can unlock our true potential personally and professionally.

One of our key discussions centered around the concept of “saboteurs.” These negative mental patterns or behaviors act alongside an internal judge, sabotaging our growth and happiness. Jill identifies nine types of saboteurs: Controller, Restless, Stickler, Hyper-vigilant, Hyper-achiever, Pleaser, Victim, Avoider, and Hyper-rational. Each saboteur represents a strength overused. For example, the Controller needs to manage every outcome, while the Hyper-rational dismisses emotions, focusing solely on logical analysis.

Building Mental Muscles Jill advocates for working out our mental muscles to combat these saboteurs. This involves recognizing saboteurs, using physical sensations to switch brain modes, and tapping into the “sage brain.” Physical sensations act like smaller moments of meditation, helping transition to a more positive mindset.

Jill describes the five tools in the sage brain toolbox: Empathy, Explore, Innovate, Navigate, and Activate. Regularly practicing Positive Intelligence repetitions (PQ reps) can strengthen these mental muscles, making it easier to manage life’s challenges without falling into negative patterns.

Resources: * Website: www.findyourclover.com * Facebook Personal: https://www.facebook.com/jill.hendersonpeterson/?_rdr * Facebook Business: https://www.facebook.com/cloverinsightsllc * LinkedIn Personal: https://www.linkedin.com/in/jill-peterson/ * LinkedIn Business:https://www.linkedin.com/company/clover-insights-llc/ * Instagram Business: https://www.instagram.com/clover.insights/?hl=en

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On this episode of Destination on the Left, Jonathan Kletzel, the Travel, Transportation, and Logistics Sector Leader at PwC, shares insights from the recently released PwC Holiday Outlook. This report examines holiday spending across various consumer segments and industries. We focus on travel trends for the 2024 holiday season and discuss the differences in spending among different generations.

What You Will Learn in This Episode: * How Jonathan became interested in specializing in the travel sector * Some of the valuable interests revealed by the PwC Holiday Outlook study * What trends Jonathan is identifying for 2024 holiday travel, with an emphasis on steady travel demand compared to the previous year * How generational differences impact spending on travel and experiences, particularly among Gen Zs and Millennials * Why there is a drop in concerns about travel disruptions and what that might mean for travelers and suppliers * Sustainability in travel and how that is influencing industry practices

Dissecting Generational Travel Trends The holiday season is always interesting when it comes to understanding travel behaviors across different generations. PwC’s report revealed that Gen Z and millennials continue to invest heavily in travel experiences, prioritizing them over material gifts. In contrast, Gen X and Baby Boomers are more inclined towards convenience and practicality, seeking ways to make their lives easier rather than more exciting.

The study has also shown a fascinating mix of spending priorities influenced by economic pressures. While some consumers plan to maintain or even increase their travel budgets, others, particularly those feeling the pinch of the current economic climate, are looking for ways to budget wisely throughout the year to afford holiday travel. Interestingly, more travelers are opting to stay with friends or family, which shows that people are trying to blend making economic choices and having meaningful experiences.

Rising Importance of Digital and Sustainable Choices We’ve all noticed the broader consumer push for sustainability, which is a priority for younger generations, particularly Gen Z. Airlines and hotels, are responding to this demand by offering more eco-friendly options and transparent information on carbon footprints. From water bottle refill stations in airports to eco-conscious hotel room services, the industry is making ever-bigger strides in meeting consumer expectations for sustainable travel options.

Preparing for a Successful Holiday Travel Season One of the most reassuring findings from PwC’s Holiday Outlook is that the intention to travel for the holidays remains stable compared to 2023. This is great news for travel suppliers and destinations, as it shows there is still a steady demand. Jonathan also points out that there has been a significant decrease in concerns around travel disruptions this year. This could be attributed to suppliers catching up to post-COVID travel demands and improving operational efficiencies. Nevertheless, holiday travelers should still be prepared for potential disruptions due to factors outside the industry’s control, like weather!

Resources: Website: https://www.pwc.com/us/en.html LinkedIn: https://www.linkedin.com/in/jonathan-kletzel-256372/ Holiday Outlook 2024: https://www.pwc.com/us/en/industries/consumer-markets/library/holiday-outlook-trends.html

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On this episode of Destination on the Left, I talk with Rosa Harris, Director of Tourism for the Cayman Islands, about the importance of being open, flexible, and courageous as a travel professional. We talk about knowing who you are as a destination, being true to your strengths, and why honoring history, culture, and people is a must for tourism leaders. Rosa also shares examples of several Cayman Island campaigns and how her tourism brand partners with lifestyle brands.

What You Will Learn in This Episode: * How the “Dreaming Cayman” campaign aims to stand out in the Caribbean market to attract the family market’s interest * Partnerships the Cayman Islands Department of Tourism is involved in including collaborations with luxury brands like Saks Fifth Avenue and influencers like Mei Mei * Why agile and flexible leadership is important as a leader in the tourism industry * Why the Cayman Islands is focusing on becoming the go-to destination for luxury experiences in the Caribbean. * How community involvement contributes to authentic cultural experiences and effective marketing strategies for the Cayman Islands.

Showcasing Authentic Cultural Heritage An integral part of distinguishing the Cayman Islands is its commitment to offering tourists an authentic cultural experience. Rosa shares details of the collaborations with local artisans and highlights initiatives like the Caymankind campaign, which embodies the warm and welcoming hospitality of the Cayman people.

Rosa and her team held town halls to invite public input, helping ensure the community’s voice was clearly heard in branding efforts. Local tourism operators also played a pivotal role by having conversations with visitors. These initiatives ensured that the brand promise aligned seamlessly with the actual visitor experience, creating a cultural connection that left a lasting impression.

Strengthening Community and Collaboration Rosa highlights her role with the Caribbean Tourism Organization, focusing on coopetition and shares examples such as partnership with the aviation committee, working towards enhancing travel options within the Caribbean to promote multi-destination travel. This boosts tourist experiences but also extends visitors’ stays in the Caribbean.

Rosa also introduces the “Dreaming Cayman” campaign, an initiative that aims to help the Cayman Islands stand out among Caribbean destinations with nature imagery. In a crowded market commonly showcasing sun, sand, and sea imagery, the Cayman Islands are carving a niche with unique, eye-catching campaigns. Targeted primarily at the family market, the campaign’s objective is to evoke a sense of wonder and curiosity, drawing attention to the Cayman Islands as a luxurious yet intriguing destination.

Future-Proofing Through Creative Partnerships Looking ahead, Rosa discussed exciting partnerships to further enhance the Cayman Islands’ appeal. A significant collaboration with Saks Fifth Avenue during New York Fashion Week will feature Cayman Islands-themed window displays, showcasing the destination’s unique charm to a broad audience. Meanwhile, a partnership with Gen Z influencer Mei Mei will capture authentic Cayman experiences via TikTok, engaging a younger audience through contemporary social media platforms.

Resources: * Website: https://www.visitcaymanislands.com/ * LinkedIn Personal: https://www.linkedin.com/in/rosa-harris-cert-hon-0aa9a337/ * LinkedIn Business: https://www.linkedin.com/company/cayman-islands-department-of-tourism/

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On this episode of Destination on the Left, I’m thrilled to dive into an inspiring conversation that perfectly embodies our brand promise—”impact through connection, community, and collaboration.” We’re exploring the transformative power of strategic planning and emotional connections in the travel and tourism industry with Colleen Onuffer, the Director of Public Relations for Travel Alliance Partnership.

What You Will Learn in This Episode: * Why we rebranded to Travel Alliance Partnership * How we create impact through connection, community, and collaboration * More about Colleen’s presentation at the New York State Tourism Industry Association annual meeting * How TAP collaborated in creating a fam tour exploring Harriet Tubman’s legacy in Cayuga County * The concept of “cathedral thinking” for long-term projects * Impact of emotional resonance on event success and strategic planning

A Collaboration Case Study Colleen Onuffer, Director of Public Relations for Travel Alliance Partnership, shares a Travel Alliance Partnership case study on creating emotionally resonant, memorable experiences for travelers. She shares how TAP lives their value to create impact through connection, community, and collaboration when working with destinations. By focusing on emotional resonance, authentic community engagement, and long-term strategic planning, tourism professionals can create memorable experiences that leave lasting impacts.

When planning media trips, Colleen emphasizes the importance of creating experiences that resonate on a personal level rather than strictly adhering to historical facts. This approach aims to make the stories more meaningful and relatable. Media members were encouraged to find personal connections to Harriet Tubman’s legacy at an event honoring International Underground Railroad Month in Cayuga County. This strategy profoundly impacted attendees, fostering a deeper appreciation of the site’s historical significance.

Key Strategies for Planning Memorable Events Organizing an event that leaves a lasting impression requires careful consideration of multiple factors. The event in Cayuga County, focusing on Harriet Tubman’s legacy, was a perfect example. Attendees experienced a driving tour of Underground Railroad stops, met with Tubman’s descendants, and engaged with local black-owned businesses. Such thoughtful planning ensured that participants learned about history and felt its emotional weight and relevance today.

Community engagement was a cornerstone of the Cayuga County event. The involvement of local leaders, business owners, and Tubman’s relatives forged a genuine connection between the media members and the community. This collaborative spirit enriched the event and promoted future media relationships, ensuring that Tubman’s legacy continues to be celebrated and preserved.

Feedback and Its Role in Shaping Future Strategies Event attendees’ feedback highlighted the Cayuga County trip’s emotional resonance and transformative impact. Testimonials revealed some amazingly memorable experiences and how people connected to African American history. This invaluable feedback guided future event planning, emphasizing the significance of emotional ties and engaging storytelling in conveying a destination’s essence and personality.

We also discussed the concept of “cathedral thinking,” which involves planning long-term projects designed to create lasting impacts. Just as medieval cathedrals were built to outlast their creators, the initiatives led by Travel Alliance Partnership aim to transform destinations sustainably rather than being a flash in the pan.

Resources: * Website: https://www.tapintotravel.com/ * LinkedIn: https://www.linkedin.com/in/nicolemahoney/ * Twitter: https://twitter.com/MahoneyNicole

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On this episode of Destination on the Left, I talk with Todd Read, Senior Tourism Manager at SoIN Tourism, who shares more about the importance of building relationships for professional growth. Todd discusses the challenges SoIN has faced and how they have overcome them by creating strong partnerships. We also talk about hosting a travel conference in a small destination, what you should consider, and how to pull it off.

What You Will Learn in This Episode: * How Todd Read and his team managed to successfully host the Tap Dance event in a small destination and overcome logistical challenges * Why local businesses and stakeholders became more invested in event hosting after the success of Tap Dance and the potential impact on tourism * What the Indiana Foodways Alliance is and how it supports over 300 local non-corporate restaurants across 21 culinary trails * How the rebranding from Sunny Side of Louisville to SoIN was strategically executed to establish a unique identity for Southern Indiana * Why collaboration and building networks within the tourism industry are crucial for personal and professional growth

The Potential of Small Destinations in Event Hosting Todd shares the transformative impact of hosting the Tap Dance event on the local community. The initial response to the Tap Dance event was overwhelmingly positive, and the community saw firsthand how well-executed events could boost tourism and economic activity. This realization translated into increased support and enthusiasm for hosting more events in the future.

Hosting events in state parks or historic sites often comes with stringent restrictions, such as limitations on serving alcohol. Todd and his team successfully navigated and managed these logistics, demonstrating the feasibility and benefits of such events, thus paving the way for more flexible regulations in the future.

The Importance of Collaboration and Community Support Todd talks more about the critical role of collaboration and support from all stakeholders and how his executive director and team were instrumental in the success of the Tap Dance event. SoIN’s partnership with organizations like the Travel Alliance Partnership and the Indiana Foodways Alliance also shows how collaborative efforts can really boost a region’s tourist appeal. Todd discusses the Indiana Foodways Alliance and its efforts to promote local, non-corporate restaurants through culinary trails. With over 300 participating establishments and 21 unique trails, such as “Winner Winner Chicken Dinner” and the “Pork Tenderloin Trail,” the Alliance supports and showcases the state’s amazing culinary offerings.

Addressing Challenges and Embracing Resilience From the negative impact of COVID-19 to the controversies surrounding the Religious Freedom and Restoration Act (RFRA) in Indiana, SoIN’s resilience and willingness to innovate have been key to successfully overcoming these challenges.

Southern Indiana’s rebranding from the Sunny Side of Louisville to SoIN in 2016 is a testament to creative problem-solving in response to being overshadowed by popular neighboring destinations. The new brand, SoIN, not only differentiated the region but also generated a strong sense of community identity and recognition.

Despite funding cuts post-COVID, Todd and his colleagues managed to maintain momentum through collaborations with other tourism leaders. Initiatives like “Tour on 64,” aimed at highlighting attractions along Interstate 64, demonstrate the power of regional coopetition in sustaining tourism marketing efforts.

Resources: * Website: www.gosoin.com * Facebook Business: https://www.facebook.com/GoSoIN * Instagram Business: https://www.instagram.com/gosoin/ * Twitter Business: https://x.com/GoSoIN * YouTube Business: https://www.youtube.com/channel/UCvYYeyWbRuLZGTFVlTGGc6w * Pinterest Business: https://www.pinterest.com/sointourism/

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On this episode of Destination on the Left, I talk with Kristi Gole, EVP of Strategy at Global Hotel Alliance (GHA), about the importance of collaboration and how the alliance helps these hotels compete against the world’s largest brands. Kristi shares examples of brand partnerships that GHA’s loyalty program has allowed them to start with complementary luxury brands, and she gives us a great formula for evaluating partnership opportunities.

What You Will Learn in This Episode: * How GHA became the largest alliance of independent hotel brands and the benefits this provides to its members. * Why the GHA Discovery loyalty program was transformed into “Discovery Dollars” and how this new approach is more rewarding for members. * What strategies Kristi Gole used to attract high-net-worth customers and enhance customer engagement. * How the collaborative environment within GHA helps independent hotel brands compete globally, share best practices, and grow. * Why Kristi values deep relationships over standard partnerships and how aligning with like-minded partners can lead to successful collaborations. * What key technological and operational challenges GHA faced, and how ensuring tech compatibility is crucial for a seamless customer experience.

A Collective Strength in Hospitality Formed in 2004, GHA’s mission was to aid independent hotels in competing globally against large hotel chains. Today, it’s the largest alliance of independent hotel brands, comprising 40 brands and 800 hotels across 100 countries. This alliance offers a collaborative platform for these brands to share resources, best practices, and cross-promote services.

The alliance provides tools and platforms for independent hotels to remain authentic while benefiting from a larger network. This unique value proposition has enabled GHA member hotels to retain their independence and character while being part of a valuable global support system.

How Strategic Partnerships Elevate the Customer Experience A core aspect of GHA’s strategy is building deep, strategic partnerships that enhance customer offerings. The collaboration with Regent Seven Seas Cruises, for example, attracted high-net-worth customers by offering Discovery Dollars usable at hotels. Launched publicly in 2010, the GHA Discovery loyalty program was designed to provide customer value, encourage cross-promotion, and increase bookings through profitable channels.

In 2021, GHA revamped the loyalty program into “Discovery 2.0,” transitioning from a points-based system to a cash-back model called “Discovery Dollars.” This shift aimed to make rewards more accessible and appealing to a broader audience.

Scaling and Innovating for the Future GHA plans to continue expanding and iterating on the Discovery Dollar currency. With a goal of reaching 100 million members, the focus remains on signing new brands and growing their partnership network. Kristi emphasized the importance of aligning with partners with a similar mindset and targeting the same luxury segment. She shares why GHA looks for partners who are agile, entrepreneurial, and approachable.

Resources: * Website: globalhotelalliance.com * LinkedIn Personal: https://www.linkedin.com/in/kristi-gole-7687893/ * LinkedIn Business: https://www.linkedin.com/company/global-hotel-alliance/ * Facebook Business: https://www.facebook.com/GHADISCOVERY/ * Instagram Business: https://www.instagram.com/ghadiscovery/ * Q&A: How Global Hotel Alliance Has Empowered Independent Hotel Brands for 20 Years: https://skift.com/2024/08/12/qa-how-global-hotel-alliance-has-empowered-independent-hotel-brands-for-20-years/

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On this episode of Destination on the Left, I talk with James R. Ferrara, Co-Founder & President of InteleTravel, about how the business navigated the pandemic, adapted to the shifting preferences of younger travelers, and strategically expanded their services. James also shares more about the company’s commitment to promoting mindful and sustainable travel practices and why travel advisors should encourage their clients to explore lesser-known destinations.

What You Will Learn in This Episode: * How Inteletravel’s educational programs and supplier partnerships support the professional development of their advisors * Why travel priorities have shifted, especially among younger generations, and their increased use of travel advisors * Inteletravel’s strategic acquisitions to expand their services and earning potential for advisors * The importance of industry collaboration, even among competitors, to address legislative challenges and support professional development. * Why Inteletravel focuses on promoting mindful and sustainable travel experiences. * How Inteletravel advisors guide clients towards less-crowded and unique travel destinations.

The Evolution of the Travel Advisor The role of the travel advisor has undergone a remarkable transformation, and on the show, James Ferrara, the President of Inteletravel, shares his insights on this evolution. He explains that the company’s independent contractor model, pioneered in the early 90s, has evolved from a predominantly part-time role to a more entrepreneurial full-time business.

James credits Inteletravel’s success to an unwavering commitment to education and professional development. He details the company’s robust training programs, supplier partnerships, and annual conventions, which equip their 120,000 independent contractors with the tools and knowledge to thrive in the industry.

Navigating the Pandemic and the Boom in Travel The travel industry has faced its fair share of challenges in recent years, but Inteletravel made a quick recovery from the pandemic. James credits its innovative management team and its travel advisors’ focus on building on existing relationships.

We discuss the “revenge travel” phenomenon and the shift in travel priorities, particularly among younger generations. James notes that we’re seeing huge growth in Gen Y and Gen Z travelers, and this demographic shift has fueled a renewed appreciation for the value that travel advisors can provide as younger travelers seek out personalized guidance and expertise.

Promoting Mindful and Sustainable Travel James emphasizes the importance of responsible and sustainable travel practices as the travel industry evolves. He talks about the “No Tourists Allowed” podcast, where he and his co-host explore ways to travel more mindfully and promote unique, off-the-beaten-path destinations. We dig into why it’s also better for the customers’ experience to get them out of these overcrowded tourism centers worldwide.

By encouraging travel advisors to guide clients towards lesser-known destinations and experiences, Inteletravel is actively working to mitigate the impact of over-tourism and foster a more sustainable travel ecosystem.

Resources: * Website: www.inteletravel.com * LinkedIn Personal: https://www.linkedin.com/in/jamesferrara/ * Facebook Personal: https://www.facebook.com/jrferrara/?locale=pt_PT * Facebook Business: https://www.facebook.com/inteletravel * Instagram Personal: https://www.instagram.com/jrferrara/p/C8uZ4jnsd4D/ * Instagram Business: https://www.instagram.com/inteletravel/ * Twitter: https://x.com/i/flow/login?redirect_after_login=%2FInteleTravel * YouTube: https://www.youtube.com/channel/UCxqjQ9QzGlrwkBEZq8DOWXA * No Tourist Allowed Podcast: https://notouristsallowed.com/

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Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences.

What You Will Learn in This Episode: * What inspired Anna’s focus on human and AI collaboration to solve complex travel industry challenges * How AI-driven search can enhance user experience by providing personalized travel details * How smaller brands and companies in the travel sector can also benefit significantly from implementing AI technology * What Mobi can do for travel businesses, from custom development to ready-to-go products * How Anna’s experiences have shaped her approach to customer engagement and technology integration

Tailoring AI for the Travel Industry One of the standout applications of AI in travel is providing highly personalized travel recommendations. With AI-driven search capabilities, users can ask detailed, nuanced questions in natural language and receive tailor-made responses. Using AI allows travel agents to deliver gold-standard service by giving them comprehensive, instant knowledge about destinations that cater to their travelers’ particular needs.

Anna explains how AI tools allow you to automate various service tasks to ensure smooth and efficient operations—including making dynamic changes such as reallocating resources in response to travel disruptions to give your clients the best experience possible even when things are quite going to plan.

How AI Can Work for Smaller Tour Operators AI can revolutionize small travel brands’ operations by providing personalized, scalable solutions that were previously only accessible to larger companies with significant resources. These AI-powered tools can help smaller operators manage bookings, optimize travel itineraries, and offer tailored experiences to customers. By implementing AI-driven intent-driven search capabilities, smaller tour operators can provide a user-friendly experience that intuitively answers customer queries in a natural, conversational manner, dramatically increasing customer satisfaction and engagement. This allows operators to offer recommendations tailored to individual needs, such as suggesting local attractions, dining options, or accommodations that align with a traveler’s interests.

Future Proofing and Collaboration Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences.

Resources: * Website: www.takemobi.com * Intent Driven Search: https://www.takemobi.com/solutions/IDS * LinkedIn Personal: https://www.linkedin.com/in/anna-jaffe-14a6084/ * LinkedIn Business: https://www.linkedin.com/company/mobi-systems/ * Facebook Business: https://www.facebook.com/MobiSystemsInc * Instagram Business: https://www.instagram.com/mobi_systems_inc/

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On this episode of Destination on the Left, I talk with Liz Owens, Senior Vice President and General Manager of Vacations by Rail, who joins me to discuss the trends driving interest in rail experiences, such as slow travel, sustainability, and experiential travel. We also discuss the unique focus of Vacations by Rail, from escorted rail travel to independent itineraries and river cruises.

What You Will Learn in This Episode: * Why Vacations by Rail is focusing on multi-country tours to give U.S. consumers more immersive experiences * The importance of learning from other industries, particularly consumer retail, and introducing consumer concepts into the travel world * The company’s approach to direct-to-consumer sales through a call center and the significance of loyal travel agents in their sales * Why off-peak travel provides unique opportunities for more personalized and less crowded experiences * Exciting experiences coming down the pipeline, including winter tours of Alaska and immersive experiences in Europe

Revolutionizing Rail Travel Rail travel is more than just a means of transportation; it is an experience that offers travelers a unique perspective of the world. On the podcast, Liz shares why the slow travel movement is gaining traction, with more travelers seeking to immerse themselves fully in their journeys rather than rushing from one destination to the next.

To provide U.S. travelers with truly immersive experiences, Vacations by Rail focuses on multi-country tours that allow people to explore the cultural and natural landscapes of Europe, Australia, New Zealand, and Japan. These tours are designed to offer more than just a visit to various locations; they aim to create long-lasting memories through well-curated, in-depth experiences.

Promoting Sustainability Through Rail Travel Sustainability in travel is increasingly important, and rail journeys are inherently more eco-friendly compared to other modes of travel. Liz shares how rail travel supports economic and community sustainability, particularly in small towns and communities along the routes. This sustainable practice not only reduces environmental impacts but also boosts local economies.

Collaboration Opportunities Collaboration is at the heart of Vacations by Rail’s strategy, especially after its acquisition by Great Rail Journeys in 2019. This partnership has maximized expertise from different markets and fostered a collaborative environment where teams can innovate and share best practices. Liz also discusses the continued importance of networking and building relationships within the travel industry to drive creative change and growth.

Resources: * Website: https://www.vacationsbyrail.com/ * LinkedIn: https://www.linkedin.com/company/vacations-by-rail * Personal LinkedIn: https://www.linkedin.com/in/lizowens1/

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On this episode of Destination on the Left, Rob Holmes, Founder of GLP Films shares his experience and insights on sustainable tourism. We discuss how you can impact sustainability through storytelling, and Rob shares several components of storytelling and why it must focus on people at the ground level and be story-driven, not sales-driven.

What You Will Learn in This Episode: * Why storytelling and sustainability are integral to the tourism industry * What strategic approach Rob uses for authentic and engaging storytelling in destination marketing * How sustainability has evolved as a term and its significance in tourism * Why targeting responsible travelers through storytelling can make a meaningful impact on sustaining a place * Some of the sustainable travel campaigns Rob’s team has worked on, including sustainability in the Finger Lakes Region, and rewilding in Chile * How education in sustainability and involving various stakeholders are crucial for the industry’s success

How the Tourism Sector Can Thrive with Sustainability and Meaningful Narratives We discuss the concept of rewilding—integrating natural, wild elements back into ecosystems, and how incorporating conservation and biodiversity into a destination enriches not just the environment but increases the opportunities for visitors. Rob digs into how the tourism industry can tap into nature-focused tourism, make environmental gains, and improve economic resilience by adopting greener practices.

The Power of Storytelling in Tourism We go deep into the significance of compelling storytelling. Rob shares why purpose, story arc, characters, and landscape are some of the key components of a great story, whether it’s in a film or a marketing campaign. He describes why authenticity is pivotal and why he believes that stories driven by passion—rather than sales and marketing objectives—enhances sustainable tourism initiatives.

Sharing memorable and emotionally resonant stories does more than attract tourists; it fosters a deeper connection to the destination and its people. When crafted well, these stories invigorate both local charm and environmental consciousness, leading to lasting impressions and repeat visitors.

Real-world Applications Rob leaves us with actionable insights learned from several campaigns his company has spearheaded. In the Finger Lakes region, a two-year campaign aims to reposition this destination as a sustainable outdoor recreation hotspot. By highlighting local culture and nature-centric activities, the campaign seeks to draw responsible outdoor travelers.

Another campaign in Chile promotes community tourism, encouraging travelers to immerse themselves in local life and support the community economically. Rob’s examples underscore how targeted, authentic storytelling can drive sustainable tourism while benefiting the local community.

Resources: * Website: https://www.glpfilms.com/ * LinkedIn Personal: https://www.linkedin.com/in/robertbholmes/ * LinkedIn Business: https://www.linkedin.com/company/glp-films/

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On this episode of Destination on the Left, I talk with Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, all about how travel and tourism brands can use traditional, lifestyle, and experiential out-of-home to improve their marketing campaign outcomes. We also discuss Freddie’s successes, including his work with Visit Seattle and Montgomery County’s creative Date Night in Montco campaign.

What You Will Learn in This Episode: * How Freddie and his team used a branded tree truck to deliver a taste of Seattle to feeder cities such as Sacramento, Dallas, and Minneapolis for Visit Seattle’s I Know a Place campaign * Why planning collaborations in advance and integrating out-of-home marketing effectively is crucial for amplifying a campaign’s message * What out-of-home channels are and the importance of selecting the right channel for a positive business impact for clients * Why out-of-home advertising is an important amplification tactic, especially in reaching audiences outside of their homes in a non-intrusive way * What role artificial intelligence plays in the out-of-home industry, and its potential to improve overall campaign efficiency

The Power of Out-of-Home Advertising Freddie Strebrecht, VP of Client Partnerships at EMC Outdoor, and I dig into some ways his team has creatively used out-of-home advertising in the travel and tourism industry. He shares details of a campaign involving a branded tree truck for Visit Seattle that targeted feeder cities like Dallas, Minneapolis, and Sacramento.

The campaign demonstrated the power of creativity and strategic collaboration by partnering with local businesses, such as an ice cream shop, and earning a spot on Good Morning Sacramento. Freddie emphasizes that pre-planned collaborations are vital to integrating out-of-home marketing effectively and standing out from competitors.

Adapting to a Post-Pandemic World We chatted about how the COVID-19 pandemic has reshaped out-of-home advertising strategies. Freddie explains EMC Outdoor’s adaptive measures, such as focusing on contextually relevant advertising locations and refining client messaging. Freddie discusses the enduring relevance of out-of-home advertising, particularly in today’s hybrid lifestyle, where people toggle between home and traditional work environments. Freddie also describes why out-of-home is a non-intrusive yet potent way to amplify your brand beyond digital channels

Next Steps for Out-of-Home We rounded off the show by discussing the future potential of out-of-home advertising, particularly the integration of artificial intelligence (AI) to enhance campaign efficiency and creativity. According to Freddie, AI is not just a futuristic concept but a strategic asset that can accelerate the creative process and enhance client deliverables. EMC Outdoor uses AI to show clients how to use out-of-home to stand out in a competitive landscape by creating more personalized and impactful campaigns.

Resources: * Website: https://www.emcoutdoor.com/ * LinkedIn Personal: https://www.linkedin.com/in/frederickstrebeck/ * LinkedIn Business: https://www.linkedin.com/company/emc-outdoor/

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On this episode of Destination on the Left, I talk with Rob DelliBovi, Owner and CEO at RDB Hospitality Group. He shares his insights on why micromanagement is underrated when it comes to delivering exceptional service because consistency is key. We discuss the strategies Rob’s company uses to provide added value for travelers and suppliers, and Rob shares an amazing example of collaboration in the travel agent world he’s experienced recently.

What You Will Learn in This Episode: * What strategies Rob’s company, RDB Hospitality, uses to provide added value for travel consumers and suppliers * How the travel industry has shifted towards green initiatives, like offering rewards for reduced housekeeping, and why this is important * Why micromanagement and direct access to clients is vital in delivering exceptional service in the travel and hospitality industry * Collaborations that Rob has been involved with, including his recent experience of rallying travel agents to fight airline initiatives to encourage travelers to book direct * Why everyone should use a travel agent rather than rely on online booking sites

Delivering Exceptional Service I love that at the core of Rob’s philosophy is an unwavering commitment to exceptional service—every time. He discusses why today’s high-end clients are willing to pay a premium for personalized and efficient service they can rely on and how understanding and implementing attention to detail sets RDB Hospitality apart from traditional agencies.

We discuss why focusing on being taken care of and quickly resolving any issues is vital to keeping clients satisfied. Rob adds that the expectation of stellar service is foundational in maintaining client loyalty and promoting repeat business.

Staying Informed in an Ever-Changing Industry Rob highlights various ways his team keeps abreast of the latest trends and developments, including trade shows, familiarization trips, and webinars, to ensure their customers have the best experience possible. We also discuss how the workforce shortage impacted the hotel experience immediately after the pandemic and why staff shortages are fortunately no longer a problem across most of the travel industry.

The Key to Success Rob stressed the significance of controlling the travel process to ensure successful outcomes. With so many opportunities for discrepancies that can seriously negatively impact a client’s experience, micromanagement is crucial. He shares the importance of managing every aspect of a client’s journey, from the initial booking to the final check-out.

This control extends to intimately understanding client needs, ensuring that service levels remain high. This dedication to managing operations efficiently and meeting customer expectations is a cornerstone of RDB Hospitality’s success.

Resources: * Website: https://www.rdbvip.com/ * LinkedIn Personal: https://www.linkedin.com/in/robdellibovi/ * LinkedIn Business: https://www.linkedin.com/company/rdb-hospitality-group/

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On this episode of Destination on the Left, I talk with Sandy Borowsky, Owner of Starr Bus Charter and Tours, about her journey in the tour industry as a third-generation owner and woman-owned business. She shares why technology is so important to running an efficient and profitable business and how working with competitors has led to business growth for everyone.

What You Will Learn in This Episode: * How Sandy utilizes technology for efficiency and communication in her family-owned tour business * How Sandy navigated through the company’s down-trending group department and found fresh solutions post-COVID * Why Sandy believes that communication, honesty, and forthrightness are keys to successful partnerships * The role technology plays in helping Starr Bus Charter and Tours overcome challenges, including rising fuel costs * More about Sandy’s new business, College Brake Bus, and how big things start from taking just one tiny step

Embracing Technology for Efficiency and Growth I loved hearing Sandy Borowsky’s thoughts on using new technologies to enhance operational efficiency and accelerate business growth. We discuss her experiences with integrating technology and leveraging platforms like Slack to make communicating with her team simpler and quicker and why it’s so important to seek advice and recommendations from industry connections, vendors, and even competitors when weighing up which new tech tools and platforms to bring into your business.

Adapting to Industry Changes and Overcoming Challenges As always, on the show, I’m interested to hear about the challenges faced by my guest experts in the travel industry. Sandy’s insights on the adaptability and creativity required to overcome challenges in the motor coach niche, including rising fuel prices, will be useful to many others. Her reflections on the 2008 recession and how it reshaped Starr’s approach to technology and efficiency are a useful lesson in how to learn from the past and remain agile in your business going forward—especially when times are tough.

Collaborative Partnerships and Efficient Business Practices We dig into some of Sandy’s strategic collaborations with industry peers and how they demonstrate the importance of honest communication, trust, and embracing healthy competition as drivers for successful business relationships. Sandy shares her perspective on recognizing the value of collaboration with competitors and local companies and how they help build mutual growth and foster innovation within the travel industry.

Resources: * Website: https://www.starrtours.com/ * LinkedIn Personal: https://www.linkedin.com/in/sandy-borowsky-61a89/ * LinkedIn Business: https://www.linkedin.com/company/starrtours/

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On this episode of Destination on the Left, I talk with Lakshmee Lachhman-Persad, accessible destination marketer and board member of NYC Tourism + Conventions, who explains why it’s so important to create inclusive experiences for everyone with disabilities, whether visible or invisible. Lakshmee shares specific actions that any destination or attraction can take now to make themselves more accessible and provides practical advice on becoming more welcoming to people with a wide range of abilities.

What You Will Learn in This Episode: * How destinations can create a great inclusive experience for all their visitors * Why visible representation for people with disabilities is crucial in marketing campaigns * What destination marketers can do to engage with local disability advocates for a better understanding of barriers and challenges within their cities * How businesses and DMOs can create an inclusive internal culture to support employees with disabilities * Why the social justice movement has influenced the way destinations think about welcoming visitors * Upcoming projects and collaborations Lakshmee has planned to showcase inclusivity in travel

Engaging with Local Disability Advocates for Inclusive Destinations Lakshmee advises destination marketers to actively engage with local disability advocates to better understand their cities’ barriers and challenges. She emphasizes the significance of learning from locals’ experiences and the idea of providing positive experiences for all visitors, regardless of their abilities.

Lakshmee goes on to shed light on the size and value of the disabled population as a market segment within the travel and tourism industry—and why understanding this is a crucial step towards recognizing the needs of this demographic and tailoring travel experiences to be inclusive and accessible.

Creating an Inclusive Internal Culture for Employees with Disabilities We dig into why travel and tourism businesses and Destination Marketing Organizations (DMOs) should foster an inclusive internal culture that supports employees with disabilities. Lakshmee stresses the importance of both internal culture and marketing representation, as well as providing accessible information externally. She highlights the lack of widespread knowledge about disability inclusion, the challenges of finding accessible facilities in the community, and how the social justice movement has significantly influenced the discourse around disability inclusion and accessibility.

A Holistic Approach to Inclusivity and Collaboration Lakshmee shares her experience as a NYC Tourism + Conventions board member and discusses the importance of collaborating with various organizations to showcase inclusivity and accessibility for people with disabilities. We talk more about the need for a deeper and more sophisticated inclusivity work, moving beyond performative actions.

Resources: * Website: www.accessibletravelnyc.com * LinkedIn: https://www.linkedin.com/in/lakshmeelachhmanpersad/

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This summer, I’m sharing five powerful life lessons I’ve learned since graduating high school. So join me as I discuss the importance of adopting appreciation over expectation, choosing faith over fear, managing self-talk, directing focus to cultivate positive energy, practicing radical self-belief, and find out how they can shape and enhance your personal and professional life, too.

What You Will Learn in This Episode: * Why learning to appreciate the moment rather than being disappointed that an experience is not as you expected can lead to a happier life and a more positive outlook * How having faith can empower you and open up new opportunities * The power of self-talk and the impact it has on daily decisions and overall well-being * Where focus goes, energy grows, and how shifting focus leads to a more positive mindset * The importance of radical self-belief – and why you should remember that everyone puts their pants on one leg at a time!

Choose Faith Over Fear On the show, I discuss how the acronym F.E.A.R. (False Expectations Appearing Real) reminds us of the illusion fear often creates and how it inhibits progress. Fear can disguise itself as being cautious, strategic, or deliberate. But it is a roadblock, and once you move through it, you’re opening yourself up to so many more opportunities.

I want to remind you to have faith in your decisions. When you choose faith over fear, you trust yourself and those around you to make the best decisions possible, which I know will make you feel happier and more confident.

Where Focus Goes, Energy Grows The adage “where focus goes, energy grows” serves as a guiding principle for personal and professional endeavors, and I’m reflecting on redirecting attention from negative to positive stimuli and the impact of intentional focus.

On the show, I also share why you should practice radical self-belief. You must believe in yourself at all costs because when you believe in yourself, your decisions in life and your ability to achieve your dreams will become so much easier. Although there may be times when you feel like an imposter or like you don’t belong when you start to feel that way, remind yourself that everyone puts their pants on one leg at a time! Believe in yourself, and you can achieve your dreams.

Resources: * Jenny Feterovich On Capturing The American Dream And Building An Entrepreneurial Life: https://robertglazer.com/elevate-podcast/jenny-feterovich-start-up/

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On this episode of Destination on the Left, Nicole Boyer joins me to discuss why learning how to effectively build relationships leads to business growth. We talk about the importance of being authentic and paying attention to the small details to stay top of mind with potential partners. She also shares more about her Ginger Sales Ninja brand and why you don’t necessarily have to be the loudest person in the room to be great at sales.

What You Will Learn in This Episode: * The significance of understanding the entire tourism ecosystem so you can help tour operators more effectively * How Nicole encourages open-mindedness, collaboration, and the sharing of ideas in the tourism industry * Why building relationships should be your focus, as it creates trust and leads to successful sales * How Nicole has resolved challenges, such as creating packages like the “farm to table experience” to address the issue of being situated away from the main tourist hub at the Mount Hope Estate & Winery * Future projects Nicole has planned under her Ginger Sales Ninja brand, including online sales courses and resources

Building Valuable Relationships Across the Tourism Ecosystem A key thread that runs through my discussion with Nicole Boyer revolves around the value of building relationships within the tourism ecosystem. Nicole stressed the importance of forging connections with as many people as possible in the industry, even if they don’t appear to be natural partners at first glance. She highlights the benefits of collaboration, idea sharing, and problem-solving that stem from a robust network of industry relationships.

The Power of Education and Ongoing Learning In addition to her role at Mount Hope Estate & Winery, Nicole also shares her expertise through her own brand, Ginger Sales Ninja, undertaking speaking engagements within the tourism industry. By providing resources and guides, she aims to make impactful information more accessible for professionals seeking to enhance their skills in group sales, hospitality collaborations, and effective sales strategies.

Embracing Authenticity and Building Genuine Relationships Our conversation also covers the importance of authenticity and genuine relationship-building in the tourism industry. Nicole Boyer’s journey from theatre to accounting to admissions and eventually to hospitality and sales beautifully illustrates the power of staying true to one’s passions and interests. The emphasis on building relationships rather than solely focusing on sales highlights the trust and success that being truly authentic in your interactions brings.

Resources: * Website: www.gingersalesninja.com * LinkedIn Personal: https://www.linkedin.com/in/gingersalesninja/

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On this episode of Destination on the Left, I talk with Nikki Hellyer, Vice President of Marketing at ToursByLocals, about the importance of building a brand from the inside out and why having a purpose and principles that everyone in the company lives by gives your team the freedom to deliver excellent service every time. You’ll also hear more from Nikki about how her company used the pandemic downtime to focus on planning their future growth.

What You Will Learn in This Episode: * How ToursByLocals collaborates with and supports the guides within their network, including their pandemic Guide Relief Fund * How their internal brand strategy work has positively impacted ToursByLocals’ growth * Details of the initiatives ToursByLocals has undertaken to build strong partnerships with travel agents and some of the mutual benefits * Why ToursByLocals’ relentless focus on people, including vetting and coaching independent guides, providing outstanding customer support, and prioritizing meaningful interactions between travelers and guides, is an integral part of their mission and vision * What ToursByLocals is working on to improve improving agent training, and why they’re committed to ensuring that their guides provide a five-star experience every time

The Power of Core Values Nikki shares more about ToursByLocals’ mission and values and why it makes such a positive difference when a strong brand is developed from the inside out, with core values taking precedence over external branding. This inside-out approach has allowed ToursByLocals to differentiate itself in the highly competitive travel and tourism industry, placing a relentless focus on meaningful interactions, deep travel experiences, and authentic human connections.

Raising Awareness for Private Tours ToursByLocals focuses on raising awareness about private tours and the unique benefits they offer, and Nikki discusses why many travelers are unaware that private tours are an option. She goes on to share more about how the company aims to educate customers about the enriching experiences that private tours can provide and aims to foster genuine connections between travelers and local guides.

Collaboration with Travel Agents We also dig into ToursByLocals’ collaboration with travel agents and the value of building strong partnerships with them, recognizing them as potential repeat customers. Nikki discusses how the company is improving agent training and reviewing commission structures as part of their efforts to enhance the experience for travel agents. By providing confidence to travel agents that their clients will have a great experience, Tours by Locals aims to foster mutually beneficial relationships and elevate the overall traveler experience.

Resources: * Website: toursbylocals.com * LinkedIn Business: https://www.linkedin.com/company/toursbylocals/ * Facebook business: https://www.facebook.com/toursbylocals/ * Instagram: https://www.instagram.com/toursbylocals/ * Twitter: https://x.com/i/flow/login?redirect_after_login=%2FTours_By_Locals * YouTube: https://www.youtube.com/user/ToursByLocals

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On this episode of Destination on the Left, I talk with Subramania Bhatt, Founder and CEO of China Trading Desk. We discuss Chinese travel trends and how his company keeps a finger on the pulse of Chinese travelers’ international aspirations. We discuss why the old days of large-group travel are behind them and why they seek authentic experiences in 2024. Subramania walks us through the return of the Chinese traveler and where the top five outbound markets are for them right now.

What You Will Learn in This Episode: * Why Chinese traveler preferences have shifted towards experiential and culinary travel experiences and how international brands can adapt and customize their messaging to cater to this trend * Where Chinese travelers find their inspiration and how DMOs can inspire them using the right platforms * Why collaboration between destinations, such as Germany and Flanders, to create a holistic approach for marketing to the Chinese market has seen such great success * How the China Trading Desk collects data that allows international marketing teams to understand and reach the Chinese travel market * Popular destinations for young Chinese travelers right now including Singapore and Europe

The Changing Landscape of Chinese Travelers Subramania shares how the China Trading Desk has been at the forefront of understanding and reaching the Chinese travel market. He shares how, there has been a surge in enthusiasm among Chinese travelers post-pandemic, with an increasing trend of younger generations heading to more affluent destinations.

We also explore why there is such an interest in culinary experiences and individual travel as opposed to historical group trips.

The Power of Data Insights We take a deep dive into the wealth of data provided by the China Trading Desk and how it helps DMOs understand Chinese traveler sentiment and spending patterns. We learn which platforms Chinese travelers use to research their trips and look for inspiration for their travel, including Little Red Book which is similar to Pinterest. Subramania talks more about the necessity for international brands to foster trust and shares some crucial ways brands can stand out amidst a fiercely competitive market.

Influencing Factors and Strategic Collaborations The conversation also highlights other factors influencing Chinese travelers’ travel plans, including safety concerns portrayed in movies that impacted Thailand’s popularity. We also discuss how waiving tourist visa requirements has propelled Singapore to one of the top spots to visit post-pandemic. Subramania shares a story of the success of collaborative marketing, as seen with Germany and Flanders, and why it underscores the impact of holistic strategies in the Chinese market.

Resources: * Website: https://www.chinatradingdesk.com/ * LinkedIn Business: https://www.linkedin.com/company/chinatradingdesk/ * LinkedIn Personal: https://www.linkedin.com/in/subramania/

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On this episode of Destination on the Left, I talk with Debra about making successful small talk and creating authentic connections. She shares examples of what to say to start a conversation, what the serious conversation killers are, and tactical ways to exit a conversation gracefully. If you’ve ever wondered how to set yourself up for success when attending networking events, then you’ll love this episode.

What You Will Learn in This Episode: * Debra emphasizes the importance of showing genuine interest in others and connecting with people through conversation * Why seeking commonalities with others is crucial for meaningful conversations and networking * What free information is and how it plays a key role in initiating engaging conversations * How to open up conversations and respond to questions about work * Why gracefully exiting a conversation is important and how to do it with finesse * How to cultivate genuine connections with people through open-ended questions and avoiding drilling for personal information

Building Genuine Interest and Connecting with People Debra emphasizes the importance of showing genuine interest in others and connecting with people through conversation by looking for what you might have in common. We dig into the need to slow down, listen well, and look for opportunities to connect with others without coming off as though you’re interviewing them.

The Power of Free Information and Three-Dimensional Conversations Debra illustrates the concept of free information and its role in initiating engaging conversations. Topics like the location you’re in or the event you’re attending are a great way to get to know someone rather than asking tricky personal questions about marriage or children. Debra shares how to start a conversation on non-business-related topics that give conversations a three-dimensional aspect, making them more engaging and meaningful.

Overcoming Social Anxiety and Fear of Rejection in Networking Debra gives us tips about turning networking into a task and setting specific goals, such as talking to three new people at an event. We discuss how turning interactions into tasks can help overcome social anxiety and the fear of rejection. Debra stresses the importance of gracefully exiting a conversation, showing appreciation when ending a conversation, and not feeling responsible for someone feeling abandoned. She provides tips for using the “white flag” technique and following through on promises when finishing up conversations.

Resources: * Website: www.DebraFine.com * LinkedIn Personal: https://www.linkedin.com/in/debrafine/ * Instagram: https://www.instagram.com/finedebra/ * Facebook Personal: https://www.facebook.com/debra.fine.3 * YouTube: https://www.youtube.com/user/DebraFineTFAOST * Twitter: https://x.com/DebraFine * Book: https://www.amazon.com/dp/030683121X?ref_=cm_sw_r_apin_dp_M7A16DF2ZPT39SCAVXPD

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On this episode of Destination on the Left, I talk with Mary Charleson, President of Five Minute Marketing and founder of Carry On Queen, about her formula for creating marketing plans that align with your target audience. We discuss how giving without expectation applies to Marketing and how Mary views volunteering with purpose as part of this philosophy. Mary also shares the importance of growing your business through referral and repeat business and why the quality of an audience is more important than quantity.

What You Will Learn in This Episode: * Why understanding target audiences and their preferred channels is crucial in marketing strategies * The significance of focusing on dominant channels while giving yourself permission to experiment and innovate in other areas to achieve real traction * How the “packing rule of 3” works in relation to target audience and marketing * Why you should be constantly measuring and adjusting your marketing efforts based on the target audience and the platform’s performance * Why Mary loves networking and being involved in industry associations, and the opportunities gained through these connections

Embracing the Power of Targeted Marketing On the show, Mary and I discuss why it is so important to be targeted in your marketing efforts and why often “less is more” in terms of where you need to share your content. Mary elaborates on the benefits of effectively serving a specific group and how that ultimately goes the extra mile to fuel business growth. By honing in on particular demographics and psychographics, businesses can exponentially expand their reach and impact.

Integrating Tactics for Maximum Impact Mary shares the importance of focusing on specific tactics that work together harmoniously in marketing strategies. For example, when it comes to packing for a trip, Carry On Queen Mary prioritizes taking three items that work together as a “packing rule of 3,” and she applies this same principle to marketing strategies. Knowing who your target audience is allows you to hone in on the three items that work most effectively together.

Volunteering and Collaborating in the Travel Industry Mary and I also discuss networking, and the opportunities that come from being known in the industry and being involved on committees. When you volunteer your time and help others in the travel sector you’ll make connections and often get the chance to be part of some exciting collaborations.

Resources: * Website: https://fiveminutemarketing.com/ * Facebook Business: https://www.facebook.com/fiveminutemarketing * LinkedIn Business: https://www.linkedin.com/company/fiveminutemarketing/

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On this episode of Destination on the Left, I talk with Tiffany Gallagher, Vice President of Operations at Civitas about what Tourism Improvement Districts (TIDs) mean for the communities where they are established. She shares more about creative funding opportunities designed as a benefit-based vehicle for the travel industry forward. Tiffany also discusses the Civitas Pro database and why they created a one-stop shop for all data related to funding for DMOs and other organizations that operate tourism programs.

What You Will Learn in This Episode: * How Tourism Improvement Districts (TIDs) provide a self-funding mechanism for the tourism industry and actively support the local economy * What impact TIDs have had on communities, with specific examples from Portland, Maine, and Boston, and how they have significantly increased destination marketing organizations’ budgets * Why Tiffany and her team created Civitas Pro, a database for destination marketing organizations’ funding, and how tourism organizations can use it to maintain or increase funding * Why diverse funding sources, including the formation of new districts and alternative funding models like sales tax increment financing, are essential for capital improvements and infrastructure related to tourism * The importance of leaders overcoming fear, implementing new funding vehicles, and embracing an abundant mindset for long-term stability

The Rise of Tourism Improvement Districts Tiffany joins me on the show to discuss the growing importance of Tourism Improvement Districts (TIDs) and why they’re proving to be such an effective funding mechanism for the tourism industry.

TIDs provide a self-funding mechanism for businesses within a jurisdiction, helping them make a collaborative effort to support the local economy. Tiffany shares more about the success stories of TID implementation in Portland, Maine, and Boston and why those examples underscore their positive impact on destination marketing organizations’ budgets, enhancing their competitiveness and resilience.

TID’s Impact on Community Development The conversation underscored the pivotal role of TIDs in community development and the shift in the tourism industry’s focus from marketing to contributing to the local economy. The discussion emphasized the need for diverse funding sources to support capital improvements and infrastructure related to tourism, signaling a broader movement toward economic development perspectives. TID implementation in 2021 resulted in a remarkable $21,000,000 in revenue, further solidifying the positive impact on communities and their economic development.

Introducing Civitas Pro Civitas Pro is a game-changer in destination marketing and funding advocacy within the tourism industry. It has a comprehensive database for destination marketing organizations’ funding. This tool provides in-depth insights, competitive comparisons, and budget analysis, empowering DMOs to make informed decisions and effectively advocate for funding. I can’t wait for you to hear the full story!

Resources: * Website: https://civitasadvisors.com/ * LinkedIn Business: https://www.linkedin.com/company/civitas_2/ * YouTube: https://www.youtube.com/user/civitasadvisors

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On this episode of Destination on the Left, I’m sharing my recent appearance on the Desuckify Work podcast with TJ Bennett. We discuss why people crave purpose-driven work, why it’s important to have a vision, and, more importantly, how to communicate that vision throughout the company. We also discuss building a strong team and how structure and operationalization of your vision and values lead to more flexibility and creativity.

What You Will Learn in This Episode: * How Travel Alliance Partnership (TAP) influences the economic vitality of local communities through the travel, tourism, and hospitality industry * Why having a clear vision and purpose is crucial for attracting and retaining employees and creating a fulfilling work environment * Strategies TAP has implemented to maintain team connection and communication in a remote work setup * Processes involved in integrating core values and brand promise into internal and external communications when rebranding * Why consistently reinforcing the company’s message and core values impacts company culture and the role of employees in contributing to and feeling ownership of the company’s culture * How to address the challenges and benefits of managing different generations in the workplace and the significance of training and support in creating a positive work experience

Creating a Purpose-Driven Vision On the show, we discuss the significance of having a clear vision and purpose and how it helps a business attract and retain employees of all generations. I share more about how I intentionally crafted my company’s vision, emphasizing its evolution over time and continuously refining its direction and purpose.

The discussion sheds light on the need to shift the focus towards purpose-driven work to engage and motivate employees across different generations. I share the potential for small businesses and entrepreneurs to lead the way in shaping positive workplace culture.

Fostering Collaboration and Recognition Our conversation extends to the value of coaching and mentoring in creating a supportive work culture and why it’s so important to recognize achievements and foster a sense of community among team members. I speak about the impact of structured onboarding for remote and on-site employees and why it’s crucial to create intentional connections and have increased touchpoints in a remote work setting. TJ and I discuss strategies for creating a fulfilling work environment where individuals can be themselves, make mistakes, and find joy in their work.

Aligning Values and Brand Promise We focused on aligning values and brand promise within TAP and explored the rebranding process, including how the entire team contributed to integrating core values and brand promise. We also discussed why it’s so useful to have a system for recognizing and reinforcing core values, including “nice job” feedback given through an online form, illustrating the company’s consistent effort to uphold its brand promise and values.

Resources: * Website: https://www.thepuddingfactory.net/ * Additional Web link, Substack: https://tjbennett.substack.com/ * LinkedIn Business: https://www.linkedin.com/company/the-pudding-factory/ * Facebook Business: https://www.facebook.com/pudddingfactory * Instagram: https://www.instagram.com/desuckifywork/

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On this episode of Destination on the Left, you’ll hear my conversation with Sharon Toerek about the importance of finding your niche and how growth happens once you commit to it. We also discuss how becoming a thought leader in your niche leads to new relationships and opportunities. While this interview centers around building a marketing agency, I’m sure you’ll find value in the insights we share in our discussion.

What You Will Learn in This Episode: * Why having a clear vision is crucial for agency leaders and how it helps in making decisions and evaluating opportunities * What the accidental birth of the Destination on the Left podcast allowed me to achieve, and how it became a lifeline for global listeners during the pandemic * How I diversified my client base and funding sources to grow the business * How the DOTL podcast allows me to develop a reputation as a thought leader in the travel and tourism industry * How I manage content creation with limited bandwidth as the owner of an agency and the time commitment involved in scaling my business

Vision-Driven Decision Making On the podcast I share why it was so important to have a clear vision for the future of Tap Into Travel to support economic growth and prosperity within the communities we serve. We discussed why having that well-defined vision allows agencies to align their strategies with their long-term goals and adapt to ever-changing market dynamics.

Our conversation explores the importance of diversifying client bases and funding sources to avoid dependency on a single mechanism. I share how my participation in an economic gardening program through a local economic development organization allowed us to expand into new markets in the northeast.

Building a Media Ecosystem I detail my vision of integrating three existing brands – the podcast brand (Destination on the Left), the agency brand (Break the Ice Media), and TAP allows us to realize the concept of building a robust media ecosystem. We discuss why an interconnected approach to content creation and thought leadership allows agencies to maximize their reach and impact across various platforms and engage diverse audiences.

Thought Leadership Impact on Business Confidence Sharon and I also discuss the challenge of calculating the direct return on investment (ROI) of thought leadership, but we ultimately understand the significant impact it had on both our agencies’ confidence and billing rates. I loved digging into all of these fascinating topics with Sharon, and I know you’ll find our insights into the power of strategic vision, adaptability, and the ever-evolving nature of thought leadership in shaping the success and relevance of agencies in today’s dynamic market landscape helpful.

Resources: * Tap Into Travel: https://www.tapintotravel.com/ * Research: Collaboration in the Travel, Tourism, & Hospitality Industry: https://breaktheicemedia.com/collaboration/

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On this episode of Destination on the Left, I talk with Geoff Thatcher about telling great stories and why they impact how people experience your brand. Geoff shares examples of his revolutionary experiential framework in action and gives his insights into staying focused, finding the right partners, forgiving allowable weaknesses, and remembering to have fun.

What You Will Learn in This Episode: * Why experiencing new things is essential for inspiring creativity in the hospitality and experience industry * How Geoff applies his experiential framework to create immersive and emotional experiences at theme parks, museums, and other attractions * How to identify the right partner to help realize a shared vision * Why understanding and translating a brand’s story into consumer experiences is crucial for creating impactful experiences * Creative solutions that Geoff has helped to implement in theme parks and attractions across the world * Geoff’s insights and advice for listeners planning a collaboration and why it’s critical to clarify team roles

The Experience Model and Creating Lasting Impressions Geoff introduces the “experience model,” which comprises five elements: attract, build trust, give information, internalize the message, and challenge people to act. He draws examples from theme parks and museums, highlighting how the model is applied to create immersive and emotional experiences.

The best experiences, whether in museums or zoos, follow this experience model to attract, build trust, inform, evoke emotion, and ultimately engage visitors to be part of the story. Geoff’s model is a blueprint for attractions to engage their audience on multiple levels, leaving a lasting impression and fostering a sense of connection.

The Power of Storytelling and Trust We dig into the significance of storytelling and trust-building in creating authentic and impactful experiences at attractions, and Geoff outlines a formula for attractions to define their enduring idea, differentiation, and target audience to guide the experience they want to deliver. He also shares the importance of collaboration and partnership in the industry, and the importance of finding the right partners that have a shared vision to create a lasting experience.

Resources: * VIDEO Warner Brothers Abu Dhabi Opening Day Video * Website: https://www.creativeprincipals.com/ * The CEO’s Time Machine by Geoff Thatcher * LinkedIn Personal: https://www.linkedin.com/in/geoffthatcher/ * LinkedIn Business: https://www.linkedin.com/company/creative-principals/

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On this episode of Destination on the Left, I talk with Sonya Nash, Executive Director of Visit Shipshewana. She shares how she honors the local community through the work her DMO does and describes her role as creating an experience that visitors love and positively impacts the local community. Sonya also talks about a countywide collaboration she is part of and the importance of building bridges between stakeholders for the greater good.

What You Will Learn in This Episode: * Why understanding the other party’s perspective is crucial for successful collaboration * What role destination marketing organizations play in community branding and development, and how collaboration between various agencies impacts tourism assets and the community as a whole * Sonya’s creative solution to challenges faced in a conservative, tech-limited community to accommodate visitors’ needs * Why understanding and promoting cultural values within a community is essential for effective destination management * How Sonya is working to connect and collaborate with other communities within the county to promote off-the-beaten-path experiences and cultural exchange

Branding for Destination Marketing Organizations Our conversation started with a deep dive into the role of destination marketing organizations (DMOs) in community branding and development. Sonya shares the importance of collaboration between various agencies and why tourism has such a profound impact on the local community as a whole. We also discuss the pivotal role that DMOs play in shaping visitor expectations and experiences and how that influences the narrative and perception of a destination.

Embracing Unique Experiences Sonya’s passion for creating unique experiences shines through as she recounts her journey from aspiring to be a school teacher to discovering her calling in the tourism and hospitality industry. Her emphasis on understanding what makes a destination unique and tapping into the interests of travelers also underscores the value of authentic and immersive experiences that resonate with visitors and allows them to disconnect and embrace a slower, more relaxed lifestyle in Sonya’s location, Shipshewana.

Overcoming Challenges Through Innovation Our discussion touches upon the challenges faced in conservative, tech-limited communities, such as some of the destinations in Amish country. Sonya’s creative solution of leveraging the Bandwango platform to create a trail and incorporate creative offline ways to help visitors get to know the rural area and accommodate both visitors’ needs and the local community’s needs.

Resources: * Website: https://visitshipshewana.org/ * Facebook: https://www.facebook.com/VisitShipshewana/ * Instagram: https://www.instagram.com/visitshipshewana/ * YouTube: https://www.youtube.com/channel/UClANSNzu4yLmTjYWtMdoegQ * Off the Beaten Path Group Experiences: https://www.offthebeatenpath.com/

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On this episode of Destination on the Left, I talk with Emily about how her creative skills and early experience in theater led her to the hospitality industry. She walks us through a process for evaluating your brand and thinking about it from a people-first perspective and shares her approach to addressing challenges that cover planning for short-term, mid-term, and long-term needs in that order.

What You Will Learn in This Episode: * The importance of building relationships before seeking mentorship and why creating a culture of collaboration establishes trust and open communication * How Emily manages imposter syndrome by addressing her “shadow Emily” and seeking support to counter negative thoughts * How to build genuine connections and create communities aligned with individual needs * How Emily helps her clients let their weird flag fly so that all of their people can find them * The connection between hospitality and wellness, and why Emily’s company also serves the wellness industry as they both aim at ensuring people’s well-being and contentedness

Aligning Brand Identity with Organizational Culture I loved discussing the alignment of brand identity with organizational culture with Emily on the show. Drawing a parallel between developing a script for a story and developing a brand for a hotel, Emily highlights the interconnectedness of a business’s branding with the patterns of corporate behavior and people within an organization. Understanding your brand inside out is what helps you connect with your ideal clients.

Building Relationships and Establishing Trust in Business Drawing from her experience in the Hotel Sales and Marketing Association International, Emily discusses the importance of building strong relationships before seeking mentorship. She talks about how to create a culture of collaboration, where open communication and trust are built through genuinely supporting and connecting with other people. On the show, we talk more about some creative ways Emily has moved through challenges and the framework she uses to keep her on the right path.

Overcoming Imposter Syndrome and Nurturing Authentic Connections We also dig into the topic of imposter syndrome during the podcast, particularly the importance of acknowledging and addressing fear-based thoughts that are blocking your personal and professional growth. Emily shares her method of addressing her “shadow Emily” and seeking support from friends to move past any negative thoughts. This prompted our discussion on the importance of making genuine connections with others and the power of compliments and appreciation in establishing authentic, collaborative relationships.

Resources: * Website: https://pendailey.com * LinkedIn Business: https://www.linkedin.com/company/pendailey/about/ * LinkedIn Personal: https://www.linkedin.com/in/empendailey/

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On this episode of Destination on the Left, Megan Grant and I talk about how her tours are designed to create a positive social impact. She highlights the trends that are helping her business grow and thrive, including mindful purchasing and lone female travelers. We also discussed the importance of community and how Megan’s tours build community.

What You Will Learn in This Episode: * What inspired Megan to start Cherish Tours during the pandemic and how she is creating a positive impact through small group tours * How Cherish Tours supports women in business through travel opportunities and social impact * Why Megan’s approach in the hospitality industry focuses on creating meaningful connections and experiences for her tour guests * How Cherish Tours partners with and supports women-owned or managed businesses in the destinations they visit * Some of the destinations Cherish Tours has almost sold out to, and the tailor-made private tours they are currently offering * Why an abundant mindset benefits the travel industry

Embracing an Abundant Mindset Megan dives into the concept of an abundant mindset and why we should prioritize collaboration and mutual support over cutthroat competition. She shares why she firmly believes that a rising tide lifts all boats and why the success of one woman does not diminish the opportunities available to others.

Cherish Tours exemplifies this belief by actively seeking to partner with other travel advisors, fostering an environment of collaboration and shared success. The encouragement for travel advisors to connect and partner with Cherish Tours showcases the flourishing culture of cooperation in the industry, promoting opportunities for growth and mutual support.

Empowering Women Through Travel One of the central themes we discussed is the importance of uplifting and supporting women as travelers and industry professionals. Megan passionately describes how Cherish Tours is dedicated to providing transformative travel experiences that prioritize mindful purchasing and social impact.

The company amplifies the voices of women in business and actively supports women-owned or managed businesses and initiatives in the destinations they visit. Megan calls Cherish Tours her ‘love note to the travel industry,’ which gives women a sense of community and connection.

Tailor-Made Travel Experiences Cherish Tours sets itself apart by creating tailor-made travel experiences that prioritize interpersonal connections, community building, and personal choice. Megan’s approach is all about bringing women of all ages and cultural backgrounds together, fostering inclusivity, and celebrating diversity.

Resources: * Website: https://www.gocherishtours.com/ * LinkedIn Personal: https://www.linkedin.com/in/megan-grant94/ * LinkedIn Business: https://www.linkedin.com/company/cherish-tours-llc/ * Facebook Business: https://www.facebook.com/gocherishtours/ * Instagram: https://www.instagram.com/gocherishtours/

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On this episode of Destination on the Left, Sean Hebert goes deep into the backstory of TourRadar, an organized adventure platform. He shares his perspective on the importance of trust, what adventure travelers are looking for in terms of new experiences, and how TourRadar facilitates amazing collaboration between travelers, tour operators, and travel advisors.

What You Will Learn in This Episode: * How TourRadar evolved from a consumer-only marketplace to serving travel agents as a time-saving search engine * How TourRadar’s recent marketing campaign “The Ultimate Travel Hack” promotes organized adventures as a fun travel opportunity * How TourRadar collaborates with destinations and DMOs to promote sustainable tourism and creates campaigns for specific products and areas * Why TourRadar’s Adventure Together event was conceived, and how it helps share best practices and address common challenges in the industry * How TourRadar’s platform helps travelers and tour operators by providing trust, more choices, and a competitive marketplace

A Gateway to Adventure Sean discusses how TourRadar serves as a platform to connect travelers, tour operators, and travel agents in over 160 countries. By giving travel enthusiasts the opportunity to access more than 2,500 operators offering a variety of experiences, including safaris, cultural tours, and white water rafting, TourRadar is a hub for adventure travel enthusiasts because it prioritizes inspiring and surprising travelers with unique experiences, fostering a deeper appreciation for organized adventures.

Exploring Sustainable Tourism and Collaborative Campaigns We discuss why TourRadar is so passionate about promoting responsible and sustainable tourism while collaborating with destinations and destination marketing organizations (DMOs). Through innovative campaigns like “The Ultimate Travel Hack,” TourRadar emphasizes the style of organized adventures as a mode of travel rather than focusing solely on specific brands or destinations to encourage collaboration instead of competition among operators.

From Traveler Marketplace to Travel Advisor Support Sean and I also dig into TourRadar’s evolution, particularly its transition from a consumer-focused marketplace to supporting travel advisors. This transition acknowledges the pivotal role that travel advisors play and positions TourRadar as a time-saving search engine, empowering agents to find and compare itineraries that best meet their clients’ needs.

Resources: * Website: http://www.tourradar.com/ * LinkedIn Business: https://www.linkedin.com/company/tourradar/ * Facebook Business: https://www.facebook.com/TourRadar/ * Twitter: https://twitter.com/TourRadar * Instagram: https://www.instagram.com/tourradar/ * Youtube: https://www.youtube.com/tourradar * Pinterest: https://www.pinterest.com/tourradar/

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On this episode of Destination on the Left, I talk with Meredith Calloway, Chief Visionary Officer and Co-Founder of Gifted Travel Network (GTN). She shares more about the inspiration behind her community of luxury travel advisors and her nuggets of wisdom about how to develop and cultivate a brand message that will help you stand out from the crowd by finding your brilliance.

What You Will Learn in This Episode: * How Meredith transitioned from working in finance to starting a travel business and founding Gifted Travel Network * Why finding one’s “zone of genius” and pursuing a passion is crucial for any business owner * How Meredith’s community fosters connections and holds members accountable through mastermind meetings and group coaching * Why travel advisors need to cultivate their brand message and uniqueness to stand out in a crowded market * Strategies Meredith’s travel advisors used to navigate challenges during the pandemic and achieve exponential sales growth * How a transformative mindset contributes to success and what resources are available for mindset tips in the travel industry

Nurturing Community Professional Growth Meredith explains how her community works and the importance of offering solid content, group coaching, and experiences to meet the needs and wants of her members. They use mastermind meetings and group coaching to foster connections, share knowledge, and hold each other accountable. This approach helps them create a nurturing and engaged environment where members can learn from each other and collectively thrive.

Embracing Change and Adversity We also dig deeper into the concept of accidental business owners, particularly in the context of the travel advisor profession. The shifts in the travel industry, compounded by the challenges of the pandemic, led many travel agents to become accidental entrepreneurs. Meredith shares how her advisors leaned into the adversity, using their resilience and community support to pivot and find success in turbulent times, even inspiring improvements in many travel advisors’ businesses.

Find Your Brilliance Turning toward the future, Meredith expresses excitement about potential opportunities in the luxury travel industry and emphasizes why we need to shift the public’s perception of travel advisors from mere order takers to designers, project managers, and master coordinators. Meredith also encourages travel advisors to fully understand their niche, share their unique brand message, and find their brilliance to stand out in the crowded marketplace.

We also discuss the transformative power of mindset and its impact on personal growth. Meredith highlights the importance of an abundant mindset in embracing change and navigating challenges.

Resources: * Website: https://www.giftedtravelnetwork.com/ * LinkedIn Personal: https://www.linkedin.com/in/meredithhill/ * LinkedIn Business: https://www.linkedin.com/company/giftedtravelnetwork/ * Free Download: Mindset Blocks for Entrepreneurs and How to Overcome Them

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This week, I’m reflecting on our new brand and why we are so excited about the next chapter. I want to share the branding journey with you to highlight the lessons we learned along the way. I hope that our story will inspire you and give an introduction to our new company and the philosophy behind it.

What You Will Learn in This Episode: * Why we decided to merge two brands, and how the Travel Alliance Partnership will be an economic development partner for destinations * What the rebranding process involved, including workshops, visual mapping, and merging of brands * Why embracing “cathedral thinking” is important and the impact of building projects for future generations * Strategies we used to roll the new brand out and the importance of building a lasting brand foundation * How involving employees early in the branding process fostered a sense of community and shared knowledge within the team

Community Collaboration and Partnerships I want to talk a little more about the significance of community collaboration and partnerships in the growth of the travel industry. Travel Alliance Partnership is committed to supporting economic growth and prosperity within the communities we serve, and we live out our core values of collaboration and the impact it can have on the overall success of businesses within the industry.

I shed light on why we merged the two brands into a single entity with distinct service pillars to reflect our strategic approach and our commitment to creating a cohesive brand architecture.

Cathedral Thinking and Lasting Brand Foundations I talk more about cathedral thinking, emphasizing the importance of building projects and brands that leave a lasting impact on future generations. Our forward-thinking approach aligns with the Travel Alliance Partnership’s vision of creating a community based on collaboration and innovation.

Empowering Employees The significance of involving employees early in the branding process cannot be underestimated. By encouraging team members to share company milestones and stories, we foster a sense of shared knowledge and unity among employees. During the rebranding process, it also became clear that we had scope to add capacity to the team by creating a new position, director of strategic partnerships, who could help us continue to build long-term relationships and expand our capabilities.

Resources: * Creating Your Authentic Brand Story, with Karley Cunningham * Strategies for Fostering Meaningful Connections in the Workplace, with Nicole Mahoney

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A thirty-two-year veteran of the Travel & Tourism industry, Amir Eylon leads the entire team at Longwoods International, responsible for the development and execution of all facets of the organization, from program development to customer acquisition and retention.

He joined Longwoods in 2015 from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. He led the team responsible for helping to increase Brand USA’s partnership base and ensuring that participants received excellent service throughout Brand USA’s deployment of joint marketing programs. During his tenure, Brand USA grew its base to 475 partners, comprised of destination marketing organizations, convention and visitor bureaus, attractions, travel brands, airlines, and tour operators.

Before joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state’s marketing programs realized a tremendous return on investment and contributed to the growth of the state’s $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio’s tourism-related businesses. He has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau.

He has been recognized with a number of Industry honors, including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry’s Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal.

Amir’s thought leadership in tourism is often quoted by the media, and he has appeared in dozens of interviews with many national media outlets, including CNBC, MSNBC, Forbes, The New York Times, The Washington Post, The Los Angeles Times, etc. Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton.

On this episode of Destination on the Left, I’m excited to welcome back Amir Eylon for his third appearance on the show. Amir shared the latest data and trends from Longwoods International’s recent research. He also walks us through the latest wave of the American travel sentiment study and how to interpret and apply those insights, particularly regarding the reallocation of traveler spending and the use of AI in trip planning.

What You Will Learn in This Episode: * How travelers are adjusting their spending habits to prioritize travel despite financial concerns * Why there has been slow adoption of artificial intelligence in trip planning, and the potential impact of AI on the travel industry * What the recent collaborative study by Destinations International shows about the impact of destination marketing on community well-being * Some of the insights that Longwoods International’s research provides into American travelers’ intentions in leisure travel * Support Longwoods International and Destinations International offers to those in the travel and tourism industry

Understanding Travel Trends in the Face of Financial Concerns Amir highlights how travelers are finding ways to continue exploring the world by reallocating their spending, cutting back on retail purchases, and adjusting their accommodation levels. One intriguing trend he mentions is that people are combining trips into longer journeys, which is a huge shift in travel behavior. It’s clear that despite economic challenges, the desire to travel remains strong.

AI’s Role in Enhancing, Not Replacing, the Travel Experience We also discuss the slow adoption of AI in trip planning, with only a fraction of travelers expressing interest or using AI tools for travel planning. This fascinating insight shines a light on changing travel preferences and shows that there are opportunities to further explore the potential for AI integration into destination marketing.

Amir emphasizes that AI is not replacing but rather enhancing the travel experience for both travelers and industry professionals. Our discussion provides some golden nuggets into the AI implementation in the travel industry and its potential for future growth.

Importance of Data and Research in Making Informed Marketing Decisions Amir stresses the invaluable role of data and research in understanding travel trends and making informed marketing decisions. I just love Amir’s analogy about not being able to drive without a roadmap because it highlights the necessity of looking at data from different angles to derive meaningful insights and guide you to your end destination.

Resources: * Website: https://longwoods-intl.com/ * LinkedIn: https://www.linkedin.com/in/amir-eylon-2242037/ * Facebook: https://www.facebook.com/longwoodsinternational * Twitter: @AEylon https://twitter.com/AEylon * @Lngwds https://twitter.com/Lngwds

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Greg Takehara has been the CEO of Tourism Cares since 2019. He previously served on its Board, acting as its Chairman before becoming CEO. Prior to Tourism Cares, Greg was the President of Trip Mate, Inc., a travel insurance administrator. He began his thirty-five year career in the travel and tourism industry at The Mark Travel Corporation, where he served as General Counsel.

Greg serves on the Board of the US Travel Association and has served on the Boards of NTA and the IGLTA Foundation, as well as numerous industry committees. He is from Chicago and has an undergraduate degree from the University of Wisconsin–Madison and a Juris Doctor degree from Washington University in St. Louis.

On this episode of Destination on the Left, I talk with Greg Takehara, CEO of Tourism Cares. We discuss the evolution of Tourism Cares’ meaningful travel map and how it helps draw attention to social enterprises and encourages travelers to explore new aspects of a destination. Greg also gives us a great framework for strategically aligning with these goals for our own organizations.

What You Will Learn in this Episode: * Why Tourism Cares focuses on volunteerism, collaboration, and the formation of the Future of Tourism Coalition * What the meaningful travel map is, and how it fosters responsible and meaningful travel experiences * How Tourism Cares aligns with the United Nations 17 Sustainable Development Goals and the importance of destination stewardship * What creative solutions Greg offers to some of the challenges in the travel industry, emphasizing sustainability and diversity * How Greg empowers local communities and enriches travel experiences through collaborative efforts with destination marketing organizations

Coopetition in the Tourism Industry Greg and I dig into the concept of coopetition, where perceived competitors come together to create a collaborative ecosystem that benefits the entire industry. He shares examples of coopetition in the tourism industry, emphasizing Tourism Cares’ focus on volunteerism and collaboration. By highlighting the importance of sharing knowledge and resources, we can connect various stakeholders in the travel industry and increase impact.

The Role of the Meaningful Travel Map Greg discusses Tourism Cares’ meaningful travel map initiative, which serves as a platform highlighting social enterprises and local community-based ventures. This innovative approach aims to drive attention to lesser-known attractions, promote sustainable tourism, and empower local communities through collaboration with destination marketing organizations. The map has been successfully implemented in Jordan, leading to increased visitor stays and a broader distribution of tourism beyond popular attractions.

The Role of the Meaningful Travel Map Greg and I touch upon the alignment of Tourism Cares with the United Nations Sustainable Development Goals (SDGs). They highlight the organization’s integration of the SDGs into their work and emphasize the importance of prioritizing sustainability, diversity, and inclusion in the travel industry. By emphasizing small, collective steps towards making a difference, they underscore the potential for significant impact through the collaborative efforts of the industry.

Resources: * Website: https://www.tourismcares.org/ * LinkedIn Personal: https://www.linkedin.com/in/greg-takehara/ * LinkedIn Business: https://www.linkedin.com/company/tourism-cares/

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JoAnna Haugen is an award-winning writer, consultant, speaker, and solutions advocate who has worked in communications-related positions in the travel and tourism industry her entire career. She is also the Founder of Rooted, a solutions platform at the intersection of sustainable tourism, social impact, and storytelling. Through Rooted, JoAnna helps tourism professionals decolonize travel experiences and support sustainability using strategic storytelling.

In 2021, Newsweek named JoAnna a winner in the storytelling category of its Future of Tourism awards. She has also been nominated for three Bessie Awards: Collaboration of the Year in 2021 and Most Impactful Piece of Writing in 2021 and 2022, and was recognized as a finalist for Trade Publication Feature of the Year by Inspire Global Media Awards in 2023. Additionally, she is a two-time grant recipient from the Nevada Arts Council. An international election observer and intrepid traveler, JoAnna currently resides in Carthage, Tunisia.

On this episode of Destination on the Left, JoAnna shares her passion for inspiring the creation of responsible travel experiences and responsibly sharing them with the world. We discuss how DMOs can lean into the uniqueness of the places they represent, and JoAnna provides four actionable steps that tourism marketers can take to promote unique and authentic stories.

What You Will Learn in This Episode: * Why Johana encourages people to reimagine what tourism looks like in the future * What Johana’s work at Rooted entails, including building a learning lab for travel service providers, as well as partnerships with MannKind Digital and Sustainable Cities * Why we need to shift from quantitative to qualitative measures of success in the tourism industry, focusing on creating better experiences for travelers and locals * Why destinations should embrace and showcase the messy reality of their communities * What Johana advises destinations to do to amplify voices and experiences that have not been previously highlighted and provide guidance on how to tell these stories * How to reframe tourism as a partner to support community well-being initiatives

Transitioning from Passive Visitors to Active Global Citizens JoAnna and I discuss the emotional shift that visitors make from being passive observers to becoming active global citizens. This transition is rooted in the promotion of thoughtful, intentional, and transparent travel marketing communications. By aligning their experiences with the ethos of responsible and impactful travel, travelers can engage more deeply with the destinations they visit. This change not only benefits the travelers by providing a more enriching experience but also contributes to the greater well-being of the local communities.

Creating and Promoting Responsible Tourism Experiences It’s so important for DMOs to promote authentic stories and experiences in their marketing materials. JoAnna shares actionable steps to help destinations advocate for a holistic approach focused on community well-being. She underscores the value of collaboration in crafting tourism experiences that resonate with travelers. By embracing responsible practices and unique storytelling, destinations can make themselves stand out in the competitive tourism landscape and appeal to conscientious travelers seeking meaningful, ethical experiences.

Standing Out Through Responsible Practices and Unique Storytelling JoAnna discusses how destinations can get ahead of the curve and stand out through responsible practices and unique storytelling. In her opinion, the answer lies in embracing the messy reality of communities – including their challenges and complexities. By highlighting the authentic history, culture, and nuances of a destination, the tourism industry can move away from generic, sanitized Insta-ready experiences and offer a more genuine reflection of the locale.

Resources: * Website: https://rootedstorytelling.com/ * LinkedIn: https://www.linkedin.com/in/joannahaugen/ * Instagram: https://www.instagram.com/RootedStorytelling/ * Twitter: https://twitter.com/joanna_haugen * Rooted learning platform: https://rootedstorytelling.com/courses/ * Collaboration Among Destinations is Essential for a Sustainable Future of Tourism

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Paul Roetzer is the Founder and CEO of Marketing AI Institute; co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business; host of The Marketing AI Show podcast; and creator of the Marketing AI Conference (MAICON). As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies. Previously, he was Founder and CEO of PR 20/20, a digital marketing agency that he sold in 2021.

On this episode of Destination on the Left, I talk with Paul Roetzer, the Founder and CEO of Marketing AI Institute. We dig into the fascinating world of artificial intelligence (AI) and its application in marketing and business. Paul shares insights on the evolution of AI, discusses the distinction between predictive and generative AI, and offers strategies for incorporating AI into marketing strategies.

What You Will Learn in this Episode: * Why destinations should start incorporating AI into their marketing strategies * What the difference is between predictive AI and generative AI * Getting started with applying AI in marketing and business * Why AI literacy is so important for marketers * The resources and education available to help destination marketers master AI * How Paul implements AI tools to automate and optimize his event planning tasks

How to Use AI in Marketing Paul shares his invaluable insights into the evolution of AI and its application in marketing. We dig into how AI software helps marketers to automate tasks, learn from user actions, and make data-driven decisions. Paul also discusses how AI advancements open new doors for marketers to create compelling content, personalize customer experiences, and leverage AI-generated insights.

We spotlight ChatGPT’s capabilities in generating text, images, audio, video, and code, and Paul emphasizes the huge strides made in generative AI, which have opened new doors for marketers to create compelling content and personalize customer experiences.

AI Education and Resources for Marketers A real highlight of the discussion was Paul’s emphasis on AI education and the resources available to marketers. He details the importance of continuous learning in using AI for marketers to stay safe in an ever-changing environment.

We also discuss the increasing accessibility of AI for marketers and the practical ways in which AI can be incorporated into marketing strategies. Paul provides helpful examples of using AI assistance in tasks such as content creation, data analysis, and lead scoring.

Resources: * Website: https://www.marketingaiinstitute.com/ * LinkedIn Personal: https://www.linkedin.com/in/paulroetzer/ * LinkedIn Business: https://www.linkedin.com/company/mktgai/ * Facebook: https://www.facebook.com/marketingAIinstitute/ * Twitter: https://twitter.com/Mktgai

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Adam Stoker is the Co-Founder, President, and CEO of Relic, a full-service destination marketing agency. For over 15 years, Adam has excelled in the leisure travel, stakeholder engagement, and destination branding spheres.

Immersed in the world of tourism, Adam has spent time as a member of the Utah Tourism Industry Association Board. He is a frequent speaker and collaborator at industry events nationwide, speaking at the Utah Tourism Conference, Texas Travel Summit, several Destinations International events, and more. A passionate thought leader in the world of owned media, Adam speaks on the power of branded content and the success his clients have seen with this bold strategy.

Adam hosts the Destination Marketing Podcast, a weekly podcast with over 115,000 total listens that shares insights and experiences from worldwide industry professionals. Published in 2020, Adams’s book, “Touchpoints: The Destination Marketers Guide to Brand Evaluation and Enhancement,” is available on Amazon.

On this episode of Destination on the Left, I talk with Adam Stoker about his three-part formula for putting owned media to work for your DMO. He shares examples of destinations using an owned media strategy to deliver big results and how he’s helping them leverage ChatGPT to make content easily accessible and actionable.

What You Will Learn in this Episode: * Adam’s insights on using owned media to attract today’s travelers * How Adam uses ChatGPT strategically to make content more accessible by creating chatbots for destinations * Adam shares the 3 C’s for building an audience — content, community, and commerce and how they influence purchase decisions * How technology allows for building a community beyond geographical limitations, expanding destination marketing opportunities * Adam’s scalable vision for a network of destination marketing podcasts, creating opportunities for collaboration and growth

Embracing Owned Media for Audience Engagement and Influence On this episode, we’re talking about the importance of owned media in attracting today’s travelers. Owned media is a company’s website, blog, and social media channels, and they allow brands to build connections with their audience and potential visitors. Adam shares his three-part formula for using owned media in organizations – content, community, and commerce – and provides a strategic framework for building and leveraging an audience.

Adam discusses the strategic use of ChatGPT, to make content more accessible. He has found that by using it, destination marketers can provide accessible and engaging content experiences for their audience, such as responsive chatbots that boost their brand’s reach and keep them top of mind.

Shifting from Geographic to Interest-Based Marketing We dig into the paradigm shift from geographical marketing to interest-based marketing. As developing technology allows for precise audience targeting based on specific interests, destination marketers can capitalize on this shift to engage niche audiences within communities. Adam shares examples like The Palm Beaches and Visit Myrtle Beach, which have successfully focused on specific audience interests, demonstrating how interest-based marketing can yield more impactful results than traditional geographical marketing approaches.

Diving into Branded Entertainment and Long-Form Content Adam also introduces the concept of branded entertainment and emphasizes the need to prioritize entertainment over traditional advertising methods. Destination marketers can create content that resonates with their ideal audience by understanding current visitor preferences for longer and more engaging content. Building a community around this infotainment is a great way to engage your audience.

Resources: * Website: relicagency.com * LinkedIn Personal: https://www.linkedin.com/in/adamstoker/ * LinkedIn Business: https://www.linkedin.com/company/relicadvertising/ * Destination Marketing Podcast: https://destinationmarketingpodcast.com/

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Rowena Sahulee is a marketing executive with over 20 years in the dual realms of tourism and economic development.

She has worked in marketing functions at organizations such as Circle Line Statue of Liberty Ferry and Harbor Cruises, the first concessionaire to the Statue of Liberty. The Greater Houston Partnership, the main business organization in the Houston, Texas, 10-country region. Choose NJ, the economic development marketing organization for the State of New Jersey.

After Choosing NJ, she started with Empire State Development in the Division of Tourism, I LOVE NY, as the Director of Tourism Marketing, Licensing, and Public Relations for New York State. She worked with their PR agency for journalists to write about the States’ 11 vacation regions. Additionally, she oversaw the multi-million dollar retail licensing program for the I LOVE NY logo and tourism segment marketing programs.

Her next role was with the Long Island City Partnership, the local neighborhood economic development entity in Long Island City, Queens, as their Director of Marketing & Communications.

Today, she has started her own tour operation, Meaningful Experiences, utilizing her expertise to offer NYC experiences, day trips outside of NYC, and overnight getaways to the local market. She received her Bachelor of Arts from the State University of New York at Buffalo and her Master of Business Administration from Texas A&M University.

On this episode of Destination on the Left, I talk with Rowena about the importance of serving the locals in your destination, how important relationships are to success, and why protecting the integrity of your brand is so important. Rowena also shares details about her unique business model and how she found a niche not already covered in New York City.

What You Will Learn in this Episode: * How Rowena found a gap in the market for hassle-free trips and meaningful experiences * Her vision of creating collaborative initiatives that enhance the community’s connection to New York’s attractions * Why Rowena is collaborating with a local talent agency to create a monthly Broadway program * Rowena’s vision for future collaborations that enrich the local community * The importance of being open to unexpected opportunities, staying adaptable, and remaining open-minded

Embracing Unexpected Opportunities Rowena and I discuss the importance of being open to opportunities, even unexpected ones. She shares how her career trajectory, spanning the public sector, private sector, and nonprofits, has equipped her with a deep understanding of destination marketing and community engagement. I love that Rowena’s passion for capturing meaningful moments and her dedication to offering unique experiences really shine through in our conversation.

Meaningful Experiences in a Changing Market Rowena shares more about how she identified a gap in the market for meaningful experiences, especially for families and corporate groups. Drawing from her extensive experience in the travel and tourism sector her company, Meaningful Experiences, brings tours directly to New York communities, aiming to make experiencing the city easier and more enriching. Rowena’s focus on collaboration and shared goals exemplifies her approach to creating impactful local initiatives.

Innovations in Tourism Marketing On the show, Rowena expresses her excitement about bringing tourism experiences to the local market and discusses her recent collaboration with a friend who owns a talent agency to create a monthly Broadway program. This collaboration illustrates her innovative approach to promoting Broadway and fostering a love for the arts within local communities. Rowena’s vision for future collaborations with other local groups demonstrates her commitment to pioneering amazing and unique experiences that really do enrich the local market.

Resources: * Website: www.meaningfulexp.com * LinkedIn Personal: https://www.linkedin.com/in/rowenasahulee/

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This week we’re coming to you directly from the ABA Marketplace in Nashville, where I’m talking to eight amazing travel industry experts about why there’s a sense of energy and forward focus in 2024. They share more about the experiences visitors to their destinations are requesting and dig into the importance of authenticity and making genuine connections between visitors and locals.

In this episode, you’ll hear from these travel and tourism industry leaders:

Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky
Kris Hoff: President & CEO, Happy Times Tours, and Experiences
Adam Jacobson: Director of Sales & Marketing, Villa Roma
Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana
Jill Shorkey: Director of Group Tours, Michigan’s Great Lakes Bay Region
Marlene Smith: Sales Manager, Traverse City Tourism
Greg Takehara: CEO at Tourism Cares
Darrin Thurman: Tourism Manager, Visit Springfield, IL

Key Insights from ABA Marketplace 2024

The ABA Marketplace 2024 conference brings together travel and tourism professionals to share insights, discuss industry trends, and explore opportunities for growth and collaboration. It’s a fantastic opportunity to connect and exchange ideas, and it emphasizes the significance of partnership and sustainability in the industry.

Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky

Lorey discusses the significance of building relationships in the travel and tourism industry and shares why attending industry events is such a great idea for new professionals. She also stresses the importance of authenticity, professionalism, and persistence in building successful partnerships.

Kris Hoff: President & CEO, Happy Times Tours and Experiences

Building strong connections with tour operators enhances visitor offerings. Kris shares why he prioritizes offering exclusive, hands-on, immersive experiences and discusses the trend towards experiential travel. He also digs into the value of the connections made at events like ABA Marketplace and why they’re crucial for building relationships, not just for business but also for future personal connections.

Adam Jacobson: Director of Sales & Marketing, Villa Roma

Adam reflects on the meaning of partnership and shares his reaction to winning the Spirit of Partnership Award at ABA. His word for the ABA Marketplace is ‘partnerships’; and he describes why he enjoys making connections and meeting other people in the industry.

Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana

Sonya emphasizes the importance of building genuine relationships in the travel and tourism industry, which takes time and dedication. She encourages new professionals to be authentic, provide results, and maintain professionalism while being actively engaged in industry organizations and events.

Jill Shorkey: Director of Group Tours, Michigan’s Great Lakes Bay Region

There’s no doubt that the last few years have been tough for the travel and tourism industry, which is why Jill is so excited about the returning numbers of visitors and travelers post-pandemic. She discusses the interest in creating memorable group experiences and highlights the importance of making connections with industry colleagues, and partners to enhance offerings, entice travelers, and encourage repeat visits.

Marlene Smith: Sales Manager, Traverse City Tourism

Marlene shares her excitement for the tourism industry in 2024, mentioning increased business for tour operators and the opportunity to explore new destinations. There is a focus on developing more tour products, including group-friendly restaurants and exclusive behind-the-scenes experiences. Marlene encourages future tourism professionals to find their niche, hone their skills, and not be afraid to network and meet new people.

Greg Takehara: CEO at Tourism Cares

Greg discusses the impact of the travel industry on sustainability and social-economic issues. He discusses the interest in responsible travel and carbon offsets, emphasizing the importance of meaningful travel experiences. We also discuss the importance of collaboration and partnership in addressing industry challenges, particularly in the context of sustainability and addressing social, environmental, and economic issues.

Darrin Thurman: Tourism Manager, Visit Springfield, IL

Darrin discusses the limitless opportunities within the tourism industry, emphasizing the potential for diverse career pathways and growth. He expresses excitement about the steady improvement in business post-pandemic and the renewed energy from staff and visitors in his location. Darrin describes the ABA Marketplace as a place of “heart,” emphasizing the sense of family, camaraderie, and love within the industry, and encourages young professionals to explore the incredible potential the industry has to offer.

The Importance of Building Lasting Relationships

We explore the dynamic world of travel and tourism, and explore the impact of the industry on sustainability and social-economic issues. Our amazing guests highlight the importance of building lasting relationships, the excitement of the resurgence of post-pandemic travel, and the value of learning and making connections within the industry.

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This week, the podcast is coming to you from the ABA Marketplace in Nashville, where nearly 3,000 tour and travel professionals convened to learn and network with their peers. From indigenous experiences in Alberta to the revitalization of destinations like Philadelphia and Branson, this episode is packed with valuable perspectives on collaboration, envisioning the future of travel, and the power of personal connections in the tourism industry.

In this episode, you’ll hear from these extraordinary leaders:

Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada
Richard Arnold: President & Director of Fun Atlantic Tours Canada
Marcy Barnes: Market Development Specialist, Tourism New Brunswick
Aaron Brown: Marketing & Experience Manager at Visit Cheyenne
Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau
Ryan Elliott: Manager – Business Development at Travel Alberta
Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair

Insights from ABA Marketplace in Nashville

At the ABA Marketplace in Nashville, we dug deep into tourism partnerships, connections, and relationships. Our industry experts discuss the importance of building connections, the impact of border closures on the industry, and the resurgence of group travel post-COVID. Guests share their experiences of being part of the travel industry in 2023, make predictions for 2024, and highlight the vibrant energy of the travel industry right now.

Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada

Vince and I discussed the increasing interest in indigenous experiences for group travel in Canada. He also touched on the upcoming recovery of the country’s tourism industry and why connection-building is the most vital part of attending shows like ABA Marketplace.

Richard Arnold: President & Director of Fun Atlantic Tours Canada

I loved hearing Richard’s thoughts on the challenges and rewards of promoting hands-on experiences in tour itineraries for a post-COVID new normal. He emphasizes the need to be dynamic and creative when planning tours and looks ahead to new opportunities and collaborations in 2024.

Marcy Barnes: Market Development Specialist, Tourism New Brunswick

Marcy highlights what she is most excited about for the tour and travel business in 2024, including new or expanded itineraries that come into the beautiful province of New Brunswick. She also discusses why networking is the most important thing at events like ABA Marketplace and how the event allows her to connect with buyers and build collaborations with other PMOs.

Aaron Brown: Marketing & Experience Manager at Visit Cheyenne

Aaron shares his excitement for the upcoming year in the tourism industry as someone who is new to the industry, particularly focusing on the trend of slow travel and why taking time to really connect with a destination is so important for visitors. His word for ABA Marketplace is ‘amazing,’ and it’s not hard to see why!

Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau

Greg and I discuss the importance of authenticity in travel experiences, and he shares more about how his destination is meeting this need by highlighting their historical visitor attractions. He dives into the value of face-to-face interactions and the significance of industry events like ABA Marketplace in rebuilding the tourism economy.

Ryan Elliott: Manager – Business Development at Travel Alberta

Ryan discusses the importance of cultivating relationships and trust within the tour and travel industry, with a particular focus on the pivotal role of partnerships in driving shoulder season growth. He underscores the energy and passion crucial to the industry and highlights ABA Marketplace as a vital event for fostering connections and collaboration.

Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair

I was interested to chat with Bud about the travel industry’s adoption of technology, the shift towards cashless options for student travel, and the trend of longer and more exotic experiences for adult travelers. Bud also shares personal experiences that underline the transformative impact of travel experiences and how they shape people’s lives.

The Power of Partnerships

The enriching insights I got from travel industry leaders at ABA Marketplace underscores the transformative potential of partnerships and connections in shaping the tourism industry’s future. As the industry continues to rebound, the value of collaboration, innovation, and a shared passion for creating remarkable travel experiences emerge as guiding forces. Through a commitment to building meaningful relationships and fostering inclusive partnerships, the tourism industry is poised for a future defined by innovation, authenticity, and sustainable growth.

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Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration.

On this episode of Destination on the Left, I’m talking about the significance of community in the travel, tourism, and hospitality industry. Whether it’s the local community you serve, industry associations, or peer groups, being an integral part of a community is essential for making a lasting impact.

What You Will Learn in this Episode: * Best practices to help guide you in engaging with your community and making the most of events like TAP Dance * Why we should focus on serving others within the community, building authentic relationships rather than solely focusing on transactions * How to build an authentic and connected community by sharing experiences, successes, and setbacks * Why to prioritize spending time with your community, whether through attending regular meetups, participating in online discussions, or engaging in community events * How your community can be a pillar of strength during difficult periods

Building Meaningful Connections Whether it’s a local community, industry associations, or peer groups, connecting with like-minded individuals can have a tremendous impact on personal and professional success. This week, I’m sharing strategies for finding and engaging with your community, including attending industry events and trade shows, which allow you to create opportunities to build relationships through shared experiences and educational sessions.

Best Practices for Community Engagement We dig deep into some of the best practices for engaging effectively within a community — things like showing up, listening, and being relentlessly helpful are key steps for building strong connections. It is so important to prioritize relationships over transactions and embrace transparency as a way to form genuine, lasting connections within a community.

Peer Group Support We also discuss why peer group interaction plays such a significant role in fostering connections within the travel and tourism industry. Whether through local destination marketing organizations or chambers of commerce, these formal organizations provide avenues for professionals with similar roles to connect, support, and learn from one another. By actively participating in peer groups, individuals can gain valuable insights, access educational opportunities, and form long-lasting relationships that can elevate their personal and professional growth.

Resources: * Website: https://nicolemahoney.com/ * LinkedIn: https://www.linkedin.com/in/nicolemahoney/ * Facebook: https://www.facebook.com/BreakTheIceMedia * Twitter: https://twitter.com/Break_TheIce * Tap Into Travel: https://www.tapintotravel.com/ * Research: Collaboration in the Travel, Tourism, & Hospitality Industry: https://breaktheicemedia.com/collaboration/

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Kylie Kullack, the Head of Client Engagement at Struck, is a dynamic leader in the realm of brand transformation. Her extensive experience spans diverse sectors, including destination marketing, outdoor recreation, and biotechnology. Known for her strategic acumen and problem-solving prowess, Kylie consistently empowers her teams to achieve exceptional results.

Her impressive portfolio features collaborations with esteemed clients such as the Utah Office of Tourism, Snowbird, Westminster College, and Altabank. Kylie’s expertise extends across traditional and digital marketing communications, where she has seamlessly orchestrated campaigns in collaboration with various agency partners, including creative, public relations, promotion, social media, and event activation teams.

Kylie’s career boasts a diverse client roster, encompassing travel (Catalina Island, Avis Budget Group), QSR/Fast Casual (Jack in the Box), CPG (Uinta Beer, Creminelli Fine Meats), higher education, retail real estate (Sotheby’s International Realty, Coldwell Banker), and premium liquor (Johnny Walker, Bulleit, Balvenie). Outside her professional pursuits, she is an active member of Chief, a leading network of female executives revolutionizing the industry. Kylie’s true joy lies in her role as a parent, cherishing family moments and exploring the vibrant local culinary scene.

On this episode of Destination on the Left, I talk with Kylie Kullack, Head of Client Engagement at Struck, about the evolving world of destination marketing. Kylie shares her expertise in helping brands like Snowbird Resort and Utah’s “Mighty Five” transform their positioning and stand out in increasingly crowded markets. We also explore the importance of collaboration and clear messaging to create memorable visitor experiences.

What You Will Learn in this Episode: * Kylie explains the challenges of destination marketing organizations, including limited budgets and complex stakeholder needs, and gives examples of how to overcome them * How Struck has worked with clients such as the Utah Office of Tourism and Palisades Tahoe to help them rebrand and reposition * How Struck leverages 1-star reviews from unsatisfied visitors who were not their target audience to showcase the resort to the ideal visitor * Why we should use a messaging funnel to tailor messages at different stages of the visitor journey, using various channels like social media and visitor centers * The importance of involving locals in planning and implementation to create a positive visitor experience

Transformation Work and Brand Positioning Kylie sheds light on Struck’s focus on working with companies and brands ready to transform, and discusses the transformation work they’ve done for clients such as the Utah Office of Tourism, Snowbird, Sundance, Solitude, and Palisades Tahoe. We dig into the rebranding process, defining a destination’s core positioning and Kylie shares details of the campaign she worked on for the Snowbird Resort and how they used negative feedback to define and appeal to the destination’s ideal audience.

Breaking Through the Crowded Marketplace On the show, we also explore how tourism brands can break through the crowded marketplace to stand out. Kylie discusses the strategy of dispersing visitation to national parks to avoid overwhelming them and to encourage visitors to explore local state parks and other attractions along the way.

Destination marketing is evolving, and DMOs now need to expand beyond simply attracting visitors to also managing the destination message, involving locals, and addressing various challenges such as public affairs, infrastructure, sustainability, and resident sentiment.

Branded Experiential Design and Collaboration Kylie and I also talk about the importance of branded spaces and experiential design in reflecting a destination’s values for both visitors and employees. Kylie talks about the importance of collaboration among agency partners and the marketing team, particularly when it comes to clarity of goals and key messages.

Resources: * Website: www.struck.com * LinkedIn Personal: https://www.linkedin.com/in/kylie-kullack-466a335/ * LinkedIn Business: https://www.linkedin.com/company/joinchief/

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Dana is the Co-Founder and Chief Executive Officer of World Savvy, a national education nonprofit working to educate and engage youth as responsible global citizens. World Savvy supports change agents in K-12 education to create more inclusive, adaptive schools that ensure all young people can develop the skills and dispositions needed to thrive in a more diverse, interconnected world. World Savvy programs provide support at three critical levels to deeply integrate global competence into teaching, learning, and culture: student engagement, teacher capacity, and school and district leadership support. Since 2002, she has led the organization through significant national expansion, reaching over 800,000 students and nearly 7,000 teachers across 45 US states and 32 countries from offices in Minneapolis, San Francisco, and New York.

Dana is an Ashoka Fellow and was named one of The New Leaders Council’s 40 under 40 Progressive American Leaders and Women We Admire’s Top 50 Women Leaders of Minnesota for 2022. She also won the Tides Foundations Jane Bagley Lehman Award for excellence in public advocacy in 2014. She is a frequent speaker on global education and social entrepreneurship at high-profile convenings nationally and internationally, and World Savvy’s work has been featured on PBS, The New York Times, Edutopia, and a range of local and national media outlets covering education and innovation.

Kate Berseth is the Executive Vice President North America for EF Education First. As EVP, Kate oversees product innovation and strategic partnership development for EF’s educational travel products. As EF’s futurist-in-residence, Kate is primarily responsible for understanding evolutionary and revolutionary trends in the education space and making recommendations for how EF should adjust its operation to respond to these trends while bringing continual improvement to its product offerings. She also identifies, establishes, and maintains EF’s strategic relationships with a variety of stakeholders in the education, travel, and corporate landscapes.

Prior to joining EF in 2000, Kate worked in fundraising, and nonprofit and political consulting. She served in a variety of capacities for several national political campaigns before co-founding ROI Solutions, a database management services provider for progressive nonprofit organizations. During her time at EF, Kate has been instrumental in securing accreditations from the country’s most prestigious academic organizations, making EF the first fully accredited educational travel company in the United States. She has also managed the recent launches of two marquee projects for EF—the Global Student Leaders Summit series, which offers students and teachers experiential travel opportunities focused on 21st-century skills development, as well as weShare, an online learning tool that complements that student travel experience.”

On this episode of Destination on the Left, I talk with Kate and Dana to explore the transformative power of travel in shaping global perspectives and promoting global citizenship. Join us as Dana and Kate share their insights on K-12 educational travel experiences, and the impactful work being done in the travel and education industry. Find out more about how EF Tours is creating hands-on learning opportunities for students, and how World Savvy is embedding global competence in K-12 education.

What You Will Learn in this Episode: * How EF Tours’ approach to educational travel has helped young people to foster global competence and cultural understanding * Why the collaboration between World Savvy and EF Tours helps students to develop 21st-century skills and global perspectives * Moments when educational travel experiences have led to a tangible impact within local communities, at home and abroad? * How travel experiences help build soft skills * How schools can integrate educational travel experiences into their curriculum and institutional programs to create a lasting and impactful learning environment for students

The Importance of Hands-On Learning Dana and Kate discuss the significant role that educational travel plays in expanding students’ perspectives. Through immersive experiences in different countries and cultures, students gain a deeper understanding of the world around them. By stepping outside of their local environments, students are exposed to new ways of thinking, problem-solving, and adapting to unfamiliar situations. This hands-on learning approach broadens their worldview and equips them with essential skills for navigating an increasingly interconnected global society.

Building 21st-Century Skills Our conversation highlights the evolution of global competence in K-12 education, with a focus on equipping students with the necessary skills and knowledge to thrive in a globalized world. Dana discusses World Savvy’s dedication to promoting global competence through engaging students, training teachers, and working with school leadership to integrate global citizenship into the learning experience. This emphasis on 21st-century skills, such as critical thinking, communication, and cultural proficiency, is essential for preparing students to become global citizens and empathetic leaders in their future endeavors.

Creating Meaningful Partnerships Kate gives her insights into EF Tours’ mission to open the world through education by offering transformative travel experiences for students. EF’s collaboration with educational leaders like Dana emphasizes the importance of creating institutional programs in schools that go beyond traditional trips and become an integral part of the curriculum.

Resources: * Website: https://worldsavvy.org/ * LinkedIn Personal: https://www.linkedin.com/in/dana-mortenson-a691893/ * LinkedIn Business: https://www.linkedin.com/company/world-savvy/ * Invite Dana to speak at an upcoming event: info@worldsavvy.org

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On this episode of Destination on the Left, I share how my company fosters meaningful connections among our team members, clients, and industry partners. I outline the four key ingredients for creating a well-connected and productive workplace, including company culture, meetings with purpose, continuous mentoring, and celebrations. This episode is all about helping you strengthen connections within your organization.

What You Will Learn in this Episode: * Why any healthy company culture includes a defined purpose and a shared vision and values * Why Break the Ice Media values meetings with purpose, which have a regular cadence and specific goals * The three most valuable meeting types Break the Ice Media uses: status meetings, one-on-one meetings, and leadership team meetings, and how we structure them * How we facilitate coaching and mentoring that leads to better connections — even with a remote team * Why it’s so important to inspire celebration of each other and have fun together, and how to do this intentionally

Building a Strong Company Culture On the show, I emphasize the crucial role of company culture in creating connections within a team, whether you’re together in person or virtually. I outline the key elements of a strong company culture, including a clearly defined purpose, vision for the future, and core values.

It is essential to define why the business exists and ensure this purpose is shared and understood by everyone in the company. Establishing a clear vision for the future helps provide a roadmap for the team, guiding decision-making and offering clarity during times of uncertainty. I also share why clearly defined core values serve as a compass, ensuring alignment among team members and driving decision-making processes.

Continuous Coaching and Mentoring We also dig into the importance of continuous coaching and mentoring in strengthening team connections. I discuss various ways to do this, such as weekly office hours, side coaching for the leadership team, growth charts, lunch and learns, and midweek check-ins.

These initiatives that we’ve put in place serve to provide ongoing support, sharing of knowledge, and skill development opportunities. By investing in coaching and mentoring, Break the Ice Media, and other organizations empower teams to grow, thrive, and build stronger connections with each other.

Resources: * Website: https://breaktheicemedia.com/ * LinkedIn: https://www.linkedin.com/in/nicolemahoney/ * Twitter: https://twitter.com/MahoneyNicole * Stronger Together: Building World-Changing Business Collaborations

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This week, the show is coming from the NTA Travel Exchange in Shreveport, LA, where more than 800 tour & travel professionals convened to do business, learn, and network. There have been several years of uncertainty and change in the travel industry, but from speaking to these experienced leaders, it looks as though there are positive times ahead. In these conversations, we dig into the trends they’re seeing in the tour & travel business, and my guests share how important collaboration is to their destination’s success.

In this episode, you’ll hear from these extraordinary leaders:

Kristy Durso: Owner Incredible Memories Travel
Lisa Simon: CEO International Inbound Travel Association
Lori Sorrentino: Travel Writer and Owner TravelMad.com
Michael Dillinger: President, National Federation of Tourist Guide Associations – USA
Ron Metz: Business Development Manager, GoWay Travel
Shannon Larsen: Co-Owner & Operations Manager Ed-Ventures
Ted Bravos: Founder & CEO, International Tour Management Institute

Insights from The National Tour Associations Travel Exchange The NTA Travel Exchange is all about positive energy, partnership, and collaboration and it’s an event that gives travel experts space to explore new opportunities for their locations. I love hearing these fascinating thoughts from extraordinary leaders in the travel niche. I know you’ll enjoy their insights on why events like the NTA Travel Exchange make them better tourism professionals.

Kristy Durso of Incredible Memories Travel

Kristy highlights the significance of addressing accessibility challenges in travel, focusing on service dog laws as a critical issue. She emphasizes that collaboration, partnership, and communication are key for successful, accessible travel, and in that same vein, her word to describe the NTA Travel Exchange is “essential”.

Lisa Simon of International Inbound Travel Association

Lisa also talks about the importance of partnerships and collaboration in the travel industry for growing tourism and improving travel products for returning European visitors. She discusses examples of incorporating outdoor products and including national and state parks and their indigenous residents in travel packages. Lastly, she describes the travel industry as fun and rewarding for future professionals, emphasizing the positive energy at events like NTA Travel Exchange.

Lori Sorrentino, Travel Writer and Owner of TravelMad.com

Lori discusses the rise of multi-generational and slow travel, the heightened awareness of travel impacts, and a love for small rural destinations. We talk about the importance of understanding the diverse reasons why people travel and the significance of connecting with various businesses and groups in the industry. Lori also shares insights on the industry’s ongoing evolution, underscoring the limitless potential for growth and experiences in the tourism profession.

Michael Dillinger of National Federation of Tourist Guide Associations – USA

In my chat with Michael, we dug into the challenges of being a tour guide and the lack of recognition for their role. He and I discussed the magic of the tourism industry and recent trends in the tour and travel business, such as the impact of the COVID-19 pandemic, staffing shortages, and the use of technology, specifically AI, in the tourism industry. He stresses the importance of staying updated and connected with the industry and the role of events like the NTA Travel Exchange conference in achieving this.

Ron Metz of GoWay Travel

One of the things that comes up repeatedly at these events is the importance of trust and collaboration in the tourism industry, noting that successful trips involve multiple travel components and people. He describes the industry as life-changing, allowing him to meet and work with individuals worldwide and explore different countries. Ron shares personal experiences of presenting travel opportunities and finding fulfillment in helping others experience the world. He encourages potential future tourism professionals to pursue a career in the industry, highlighting the limitless potential for growth and experiences.

Shannon Larsen of Ed-Ventures

Shannon discusses current trends in the tour and travel industry, highlighting a shift towards experiential travel, smaller group bookings, and the demand for hands-on experiences, such as wine tastings and cultural interactions, as well as the desire for leisurely, immersive itineraries. She and I reflect on why attending in-person events is so valuable in terms of networking, problem-solving, and collaboration with industry peers. When I asked Shannon to describe the NTA Travel Exchange in a word, Shannon chose “friendship” to represent her strong relationships and collaborations in the industry.

Ted Bravos of International Tour Management Institute

Ted shares his journey into the travel industry and discusses the evolution of the tourism industry, mentioning the benefits of group travel in enhancing people’s overall experience of new locations. He mentions his love for the freedom and personal connections that come with the profession and highlights the importance of participating in industry events like the NTA Travel Exchange for networking and industry education.

Positive Steps into the Future

I love discussing the ever-evolving landscape of the tourism industry with the dedicated travel professionals that we have on the show. In the episode we’re exploring the significance of shared experiences in group travel, the growing popularity of slow travel, and the vital role of collaboration and partnerships in creating meaningful and accessible travel experiences. From insights into industry trends and the impact of technology to personal anecdotes of professional growth and fulfillment, our guests have shed light on the transformative nature of the tourism profession and I know you’ll enjoy hearing their wisdom.

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For this first episode in a special two-part series from the National Tour Associations Travel Exchange, I visited the National Tour Associations Travel Exchange in Shreveport, Louisiana and spoke with several experts in the travel and tourism industry. My guests shared their insights into the travel industry, looking at the trends, challenges, and whether events like NTA Travel Exchange make you a better tourism professional. The wisdom each of these leaders shared is certain to be invaluable for travel industry professionals, both experienced and brand new.

In this episode, you’ll hear from these extraordinary leaders:

Carylann Assante: CEO Student Youth Travel Association
Catherine Prather: President National Tour Association
Dawnielle Tehama: Executive Director Willamette Valley Visitors Association
Jerry Varner: Owner Making Memories Tours
John Sutherland: Director of Community Impact Tourism Cares
Juan Pablo Suarez: Travel Trade Manager Ottawa Tourism
Julie Payne: Group Sales Consultant The Hershey Company
Karen DiGiacomo: Tour & Travel Sales Manager Daytona Beach Area CVB

Insights from The National Tour Associations Travel Exchange The National Tour Associations Travel Exchange is an incredible event that allows experts in group travel to exchange ideas about the trends in the potential opportunities for group tour operators into 2024. It was my honor to speak to some of the extraordinary guests at the travel exchange to get their thoughts on how they view partnerships and what they would say to the future generation of tour and travel professionals.

Carylann Assante: CEO Student Youth Travel Association

Carylann describes some trends that she’s seeing in the tour and travel business right now, including shorter lead times and a preference for less crowded itineraries allowing for more time for visitors to explore the different spaces, and giving them flexibility should things change. She also highlights restaurant and attraction preferences for smaller groups, and why they’re creating groups within groups when they have large numbers.

Catherine Prather: President National Tour Association

Catherine highlights the increasing demand for meaningful travel experiences that support local communities and the environment. She notes that smaller travel group trends due to COVID are starting to level off, with some groups returning to pre-COVID sizes. Catherine emphasizes the NTA’s focus on peer-to-peer networking and collaboration, offering educational sessions and an open buyer floor to help members become better professionals in the travel industry.

Dawnielle Tehama: Executive Director Willamette Valley Visitors Association

Dawnielle describes the NTA Travel Exchange as an opportunistic event, highlighting the remarkable opportunities it presents for learning and collaboration within the travel industry. She discusses the challenges arising from the slow travel trend and its impact on rural communities, emphasizing the importance of adjusting to this new paradigm. Dawnielle emphasizes the unifying force of tourism, promoting unity and shared experiences among travelers.

Jerry Varner: Owner Making Memories Tours

Jerry emphasizes the significance of face-to-face interaction and personal relationships in the tour and travel industry, advocating for an open mind and dreaming about potential opportunities. He describes the tourism industry as not “normal,” highlighting the kind and helpful nature of professionals in the field. Jerry also highlights the spirit of inclusivity and family at NTA, providing a setting for high-quality tour operators to interact and connect.

John Sutherland: Director of Community Impact Tourism Cares

John talks about the significance of diversity, equity, inclusion, and accessibility in the travel industry. We dig into the power of collaboration and partnerships in addressing sustainability and creating meaningful, immersive travel experiences. John also discusses the valuable connections, education, and conversations that events like the NTA Travel Exchange provide, fostering partnerships and collaborations that allow for growth.

Juan Pablo Suarez: Travel Trade Manager Ottawa Tourism

Juan Pablo and I discuss the importance of face-to-face interactions and personal relationships in the tour and travel industry, emphasizing the critical role of partnerships and collaboration for success. I love that he advises keeping an open mind and dreaming about potential opportunities in the industry, and describes the tourism industry as unconventional, highlighting the kind and helpful nature of professionals in the field.

Julie Payne: Group Sales Consultant The Hershey Company

Julie shares the importance of networking and creating relationships in the tourism industry during events and appointments with tour operators. She highlights the significance of partnerships and collaboration, likening them to friendships with both parties working toward the common objective of driving more visitors to a destination. Julie also discusses the impact of the global pause on the tourism industry and underscores the importance of trust and reputation in the field.

Karen DiGiacomo: Tour & Travel Sales Manager Daytona Beach Area CVB

Karen and I dig into the importance of collaboration and partnerships in the tourism industry and she describes the NTA Travel Exchange as an invaluable platform for industry professionals to work together toward a common goal. Karen discusses the evolution of the tour and travel industry, particularly how smaller group sizes are becoming more prevalent due to changing travel preferences and the impact of COVID-19.

Moving Forward into 2024

In this episode, we uncover valuable insights from industry experts, from the evolving trends in group travel to the power of collaboration and partnerships. Our guests shed light on the industry’s resilience, adaptability, and share their passion for delivering unparalleled travel experiences. As the industry continues to navigate the impacts of global events, the spirit of inclusivity, innovation, and community has emerged as a driving force behind its success. We hear how the connections made at events like the NTA Travel Exchange serve as catalysts for growth, learning, and the creation of memorable experiences that unite travelers and destinations.

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John Lyotier is CEO and Co-Founder of TravelAI, an UpNext company. TravelAI is an applied AI company operating in the field of travel. Through a network of interconnected brands, the company connects high-intent travelers to the largest travel websites in the world and over 10 million properties. TravelAI’s proprietary big data marketing engine has facilitated more than $1.5B in gross booking value and 6M nights booked since 2016.

On this episode of Destination on the Left, I talk with John Lyotier all about what led him from a tech start-up into the travel space. We discuss why businesses need to prioritize personalizing their approaches and messaging to meet the needs of individual consumers. John shares why he believes in the power of collaboration in the travel industry and why by aligning objectives and revenue models, businesses can optimize efficiency and create shared success.

What You Will Learn in this Episode: * How John’s company has used their agility to stand out, be “remarkable with a purpose,” and reverse engineer your goals * TravelAI’s approach to personalization and targeting to reach individual consumers, with brands that appeal to, for example, pickleball players or people who want to rent a cabin in a specific area * How technology can be infused with humanity to create a personalized experience for travelers * Why the power of your network grows with each organization you have in that network * How digital marketing has shifted from being an art to becoming a science in 2023, and the implications of this shift

Personalization in the Travel Industry AI technology has been the hot topic of 2023, and the travel industry is no exception. John Lyotier shares his extensive experience and expertise and gives valuable insights into the power of AI in providing personalized experiences and tailored marketing efforts to attract individual consumers.

One of the key challenges the travel industry faces is the overwhelming amount of choices available to consumers. John emphasizes the need to move from a web of 5 to a web of 500, and eventually, a web of 5,000, to achieve true personalization and targeting. By segmenting and personalizing data, businesses can understand individual consumer personas and craft marketing messages that speak directly to their desires and preferences.

Balancing Technology and Humanity to Create Lasting Memories Technology plays a vital role in personalization, and John reminds us that it shouldn’t overshadow the importance of human connection and emotions. He shares why he believes in infusing technology with humanity, as it is the meshing of both of these things that truly creates lasting memories and immersive experiences.

Collaborative Strategies for Success We discuss why working together and forming partnerships is essential for achieving success in a crowded marketplace. Just as a bundle of sticks is stronger together, collective efforts and strong partnerships lead to greater outcomes.

John highlights the importance of aligning with partners’ objectives to allow for shared success and mutual growth. Whether it’s vacation cottages, discount travel, or unique niche audiences, like pickleball players, the future of travel lies in customization, collaboration, and the creation of unforgettable memories.

Resources: * Website: https://www.travelai.com/ * LinkedIn Personal: https://www.linkedin.com/in/johnlyotier/ * LinkedIn Business: https://www.linkedin.com/company/travelai-com/

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Dr. Rebecca Swift is the Global Head of Creative Insights at iStock and Getty Images, where she leads the team responsible for analyzing trends and developing research in visual communications. Rebecca joined the company over 20 years ago as one of the founding members of the team that introduced visual research methodology to the industry. Rebecca leads global research projects investigating the future of visual communications and works with a wide variety of brands in industries ranging from non-profit to fashion. She has presented her findings all over the world.

Rebecca has been recognized as one of AdAges 20 Women to Watch and was Campaign magazine’s Female Frontier honoree. She was also awarded the Most Influential Leader in UK Visual Media in 2020. Rebecca has a PhD in Photography.

On this episode of Destination on the Left, I talk with Rebecca about generative AI and how it can help you create new ideas, plan visual storytelling content, and find fresh perspectives. We also explore how destination marketers can use it and why travel is one industry that should move with caution when thinking about AI generative imagery.

What You Will Learn in this Episode: * Benefits of using generative AI in improving creativity and visual storytelling * Why travel is one industry that should move with caution when thinking about AI generative imagery * How Getty Images address legal and ethical concerns in their use of AI-generated imagery * The need for government regulation of AI to address copyright and trademark concerns * How tools like generative AI can spark new ideas, fuel your artistic endeavors, and help you plan visual storytelling content

Unlocking Creativity with Endless Possibilities In the ever-evolving technological landscape, the rise in popularity of artificial intelligence (AI) has hugely impacted creative industries, including that of visual storytelling. Rebecca joins us on the podcast to explore generative AI and how we can apply it to images and photography.

Generative AI goes way beyond traditional AI by not just analyzing existing content but also creating new and unique images that help tell a story. Rebecca explains how, by harnessing the power of generative AI, photographers and creatives can find fresh perspectives and ignite their creativity to tell compelling visual stories.

Legal and Ethical Considerations in AI-Generated Content Rebecca explains that while generative AI opens up many possibilities, it’s important to carefully navigate legal and ethical terrain. She highlights why copyright and trademark concerns need to be addressed, especially when it comes to using famous places, landmarks, or people in AI-generated content. Rebecca also emphasizes the commitment of Getty Images to protect the rights of creators and ensure they have proper permission for training models using AI content.

The Impact of AI on Visual Industries We dig into the influence of AI on the visual and creative industries, such as photography and content writing. Although AI has transformed the way we capture, edit, and share images and has revolutionized the photography ecosystem, we also need to understand its limitations and be aware of potential flaws, particularly as destination marketers.

Resources: * Website: https://www.gettyimages.com/ * LinkedIn Personal: https://www.linkedin.com/in/drrebeccaswift/ * LinkedIn Business: https://www.linkedin.com/company/getty-images/

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What if you could test travel compatibility… BEFORE you take a trip? FLIGHT RISK™ is a new party game and the ultimate test of travel compatibility for friends or strangers! Bree Nidds has nearly ten years of experience working in destination organizations and is embarking on a new journey!

Bree is the Owner and Creator of FLIGHT RISK GAME LLC, a game publishing company established in Lehigh Valley, Pennsylvania, producing travel-themed game products.

On this episode of Destination on the Left, I talk with Bree about why she decided to follow her dream of starting her own business and how she took inspiration from her own travels and her day job in the DMO in the Lehigh Valley in Pennsylvania. Bree shares how she came up with the Flight Risk game idea and proved her concept. We also discuss Bree’s advice for others thinking about starting a side gig and her entrepreneurial journey.

What You Will Learn in this Episode: * How Bree’s disappointment with a travel experience turned into a concept for her travel matchmaking game * The research Bree did before creating her tabletop game for social connection * The importance of creating a business plan and collaborating with various agencies and resources * The vulnerability and openness required in entrepreneurship, particularly concerning receiving and implementing feedback * How Bree’s experience in destination marketing has influenced her approach to entrepreneurship

From Travel Disappointment to Social Connection Bree shares more about her disappointing travel experience and how she turned it into the idea for the Flight Risk game. She discusses the initial research stages of the game and how she crafted scenarios onto index cards and tested them at friend gatherings, realizing the potential for a business idea. Her unique concept allows people to connect more deeply and sparks conversations among travelers and friends.

As someone with a background in destination marketing, Bree shares how her experience influenced her approach to entrepreneurship. She highlights the importance of creating connections and experiences through her product, drawing on her knowledge of crafting memorable travel experiences for travelers as an experienced destination marketer.

Research, Planning, and Collaboration Bree emphasizes the importance of creating a business plan to ensure your idea not only sparks joy in you but is economically viable, and we discuss the vulnerability and openness required in entrepreneurship, particularly when it comes to receiving and implementing feedback.

On the show, Bree shares the challenges and surprises she encountered while transitioning from the idea stage to launching her game. Including how she secured financing for her project through a Creative Entrepreneur Accelerator program and the Kickstarter platform. We also discuss Bree’s top tips for others considering starting a side gig and her entrepreneurial journey.

Resources: * Website: https://flightriskgame.com/ * LinkedIn: https://www.linkedin.com/in/bree-nidds/

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On this episode of Destination on the Left, I explore topics related to creativity and collaboration in the travel, tourism, and hospitality industry. I share more about my 3C framework for collaboration, which is based on my extensive research that proves organizations that collaborate benefit from fresh, innovative ideas, improved brand reputation, operational efficiencies, and increased trust.

What You Will Learn in this Episode: * More about inspired collaborations, including the Ohio Birding Collaborative and the Poconos Mountains Community Caring Project, and how they successfully navigated their partnerships * My personal experience of collaboration in the construction of a baseball stadium in my very first job in the travel and tourism sector * Why collaboration in our industry allows for creative problem-solving and operational efficiency * Why cathedral thinking has a huge impact on how we approach collaboration * The three collaborator types and how each can work together * How the 3C framework for world-changing collaborations works and the importance of evaluating long-term impacts

Working Together as Collaborators We’re digging into the world of collaboration and its impact on the travel, tourism, and hospitality industry. Drawing on my own experiences and research, I explore the three types of collaborators: promoters, doubters, and protectors. I discuss why successful collaborations require effective communication, commonality of goals, and a commitment to seeing the partnership through difficulties and obstacles.

I genuinely believe that coopetition, as I like to call it, can create fresh perspectives and lead to powerful influences within the industry. By looking back at examples from the distant past, such as Thomas Cook’s collaboration with a railway company in the 19th century, and more recent ones from my own career and those shared by guests on this podcast, I highlight how collaboration can have a lasting impact on the tourism industry.

Long Term Planning I also want to stress the importance of committing to long-term projects and embracing the concept of “cathedral thinking,” where a project may not be completed within one’s lifetime but still aims to change the paradigm of the industry.

Collaboration is a catalyst for innovation and growth in the travel industry. By fostering effective communication, finding common goals, and committing to long-term projects, industry professionals can create collaborations that leave a lasting impact on the industry. To learn more about collaboration and its role in the travel industry, check out the latest podcast episode hosted by Nicole Mahoney.

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Andy Buyting is a leader in thought leadership and content marketing. His integrated content strategy has served both himself and his clients exceedingly well.

Andy’s thought leadership journey started when he published his first business book in 2007 and started publishing his first magazines in 2009. Since then, he has leveraged his integrated approach to print, digital, and interactive marketing strategies to establish himself as a thought leader in content marketing and brand positioning. Andy’s second book, How to Win Clients & Influence People, is now in its second edition and is an International Bestseller on Amazon. In 2021, Andy co-authored Double Sales/ Zero Salespeople: Optimize Your Sales and Marketing Into One Business Development Strategy That Works!

Through Tulip Media Group, his team helps to fuel revenue growth for their client partners through effective marketing that works.

On this episode of Destination on the Left, I talk with Andy Buyting all about how he grew his business and why rethinking how the sales process works has led to new opportunities. He explains why meeting your target audience where they are is a more strategic, efficient, and profitable approach than cold outreach.

What You Will Learn in this Episode: * Key actions that Andy believes truly “pay the bills” in digital marketing * Why it’s so important to genuinely understand the customer’s needs and their online search behavior to drive website conversions * How understanding the mindset of your audience impacts sales * Why Andy’s company initially focused on customized magazines and how it impacted their marketing strategy * How effective marketing automation and website optimization improves a business’s sales process

Online Search Behavior Andy highlights the significance of strategic marketing partnership programs in driving business growth. He also emphasizes the importance of deeply understanding the customer and their online search behavior and gives examples of people using digital platforms like YouTube to search for travel-related content. Through their company’s themed magazines, which are distributed across North America, Andy and his team have revolutionized content marketing by offering clients a unique way to connect with their target audience.

The magazines serve as a bridge between businesses and their customers, providing valuable insights, information, and inspiration. By leveraging strategic marketing partnership programs and delivering high-quality content, businesses can effectively position themselves as thought leaders and attract right-fit customers to their destination.

Marketing Automation We also discuss the importance of effective marketing automation, and Andy shares why, in today’s digital landscape, it’s so important for businesses to focus on optimizing their websites for conversions rather than just blindly chasing increased traffic. He advocates for a more strategic approach where marketing efforts are geared towards attracting qualified leads and nurturing them through the sales funnel using automated processes.

By leveraging marketing automation effectively, businesses can streamline their marketing efforts, increase the effectiveness of their lead generation, and ultimately drive more sales.

Metrics in Digital Marketing While many marketers place a heavy emphasis on website traffic and social media engagement, Andy challenges the commonly held belief this is the best approach for DMOs to take. Instead of concentrating on these vanity metrics, he says marketers need to keep an eye on the number of interested prospects who actually take action, such as filling out a contact form or booking a meeting.

By shifting the focus to generating qualified leads and cultivating meaningful relationships, you’re aligning marketing efforts with tangible business outcomes.

Resources: * Website: https://tulipmediagroup.com/ * LinkedIn Personal: https://www.linkedin.com/in/andybuyting/ * LinkedIn Business: https://www.linkedin.com/company/tulip-media-group/ * Facebook: https://www.facebook.com/TulipMediaGroup * Twitter: https://twitter.com/TulipMediaGroup * Double Sales/Zero Salespeople Resources: https://tulipmediagroup.com/double-sales-zero-salespeople/

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Since joining the New York State Tourism Industry Association (NYSTIA) as President & CEO in September of 2018, Bob has focused on NYSTIA’s programming, marketing & data analytics, advocacy efforts, and destination stewardship strategies. He has enhanced member communications and collaborative initiatives, facilitated rebranding, and the restatement of vision and purpose for the organization. He worked hand-in-hand with tourism industry members across the state and leadership in Washington, DC, and Albany to coordinate response and recovery efforts during and following the pandemic. Post-pandemic initiatives include the creation of member task force teams on sustainability, workforce development, and higher education.

Today, the New York State Tourism Industry Association (NYSTIA) is a nonprofit, member-driven organization at the vanguard of tourism destination stewardship and long-term strategic planning.

Tourism is not a goal; it is a means to an end, states Bob. Tourism is a tool to power economic growth, job creation, small business success, community revitalization, increased local and state tax revenues, improved standard of living and quality of life, and pride of place. NYSTIAs membership includes the leadership of New York State County Tourism Promotion Agencies (TPAs), major urban and remote/rural Destination Marketing Organizations (DMOs), key executives from major attractions (e.g., LEGOLAND NY), museums (e.g., Baseball Hall of Fame, Corning Museum of Glass, Strong Museum of Play), resort hotels and major marketing firms from across the U.S and Canada.

Born in Bayshore, Long Island, Bob Provost LOVES NY, vacationing everywhere from Boldt Castle in the Thousand Islands to New York City, Lake Placid to Corning, with stops everywhere in between. He resides with his wife, Pam, just outside Albany, NY, on a rural property in Rensselaer County.

On this episode of Destination on the Left, I talk with Bob Provost, who shares why he sees the travel and tourism industry as a stimulant for change. We discuss transformational development, stewardship, and the importance of long-term strategic thinking for DMOs. Bob also shares how the New York State Tourism Industry Association is facilitating the discussion around best practices in DEI.

What You Will Learn in this Episode: * How creating a bundle of attractions and destinations helped the New York State Tourism Industry Association’s recovery and resurgence * Defining leadership versus management and the importance of both qualities for organizational success * The importance of long-term strategic thinking and vision as a DMO * How the New York State Tourism Industry Association utilizes tourism as a tool to achieve economic growth, job creation, and community revitalization * Outcomes and best practices discussed during the panel on Diversity in Action

Transformational Development In our conversation Bob emphasizes the role of tourism as a catalyst for change, transforming stagnant markets and revitalizing communities. He describes why their focus is not just on short-term goals but also on long-term strategic thinking, envisioning a future state and working collaboratively to achieve it. Through various projects such as building arenas, developing destination marketing organizations, and creating vibrant tourism assets like the National Museum of Play, communities experience lasting positive impact.

Collaboration is at the heart of Bob Provost’s approach and he describes how by bringing together diverse industry professionals, sharing expertise, and working towards a common vision, the association has been successful in implementing initiatives that have had a positive effect on the community as a whole.

Stewardship and Long-Term Thinking We discuss the significance of stewardship in destination management and why DMOs have a . responsibility to preserve and enhance both natural and cultural resources, ensuring their sustainable use for future generations. Bob discusses the domino effect, and encourages leaders to exercise vision and work towards shared goals, aligning the interests of all stakeholders.

Diversity, Equity, and Inclusion Recognizing the importance of diversity within the tourism industry, the New York State Tourism Industry Association’s focus has shifted to diversifying supply chains, reaching out to different demographic groups, and promoting diversity within communities and organizations. Bob discusses the well-received panel on Diversity in Action and describes how the association is facilitating the discussion, highlighting positive outcomes and signposting to best practices in DEI.

Resources: * Website: https://www.nystia.org/ * LinkedIn Personal: https://www.linkedin.com/in/bobprovost/ * LinkedIn Business: https://www.linkedin.com/company/nystia/ * Facebook: https://www.facebook.com/NYSTIA * Instagram: https://www.instagram.com/nystia * Bob’s Previous DOTL Episode: https://breaktheicemedia.com/podcasts/bob-provost/

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Jackie Dunfee is a seasoned marketing and brand executive with over a decade of experience crafting groundbreaking marketing strategies for brands. Jackie believes in the transformative power of exploring new cultures and is passionate about elevating unique experiences near and far. As a Client Partner, Travel at VDX.tv, Jackie spearheads strategic partnerships with destinations, attractions, and parks, developing solutions to turbocharge engagement and drive visitation. Jackie was previously the Director of Marketing at Tourism Australia in North America. Jackie has lived in Italy and Australia, experienced over 30 countries across the globe, and is excitedly heading to Japan next.

On this episode of Destination on the Left, I talk with Jackie about how to create video-driven experiences within your marketing to stand out from the crowd. Jackie also shares her experiences working with clients to create campaigns that fit all parts of the funnel.

What You Will Learn in this Episode: * The importance of making potential travelers immediately associate a certain destination with the visuals they see, creating a direct association * Why engaging experiences, such as interactive mapping and showcasing specific itineraries, are crucial in trip planning * Why providing information at different stages of the consumer travel journey is crucial * Jackie shares how exploring “coopetition” can help people work together for a common goal * The need for authentic storytelling to drive attention and create a deeper connection with the destination, showcasing what is unique

Differentiating Your Destination From her experience in the travel industry, particularly in working with clients, CVVs, DMOs, ski destinations, and resort destinations, Jackie shares invaluable insights about how to effectively market a destination. She emphasizes the importance of differentiation and creating a direct association for potential travelers when promoting a destination by showcasing visual content that resonates with prospective visitors, such as 360-degree videos, allowing viewers to explore the inside of a cruise ship or a cruise room.

Jackie discusses why capturing attention and making a lasting impact in your destination marketing is essential. She digs into how to create engaging experiences and incorporate partner KPIs in video-driven campaigns, and why it’s invaluable for travel brands looking to make a powerful impression on their target audiences.

The Power of Partnership Jackie emphasizes the power of collaboration and partnerships in the travel industry. She shares how she finds points of connection and looks for win-win situations where each partner gets what they need. She mentions the concept of “coopetition,” where competitors work together for a common goal, and how her company utilizes creative capabilities and data analysis to show relevant content to prospective visitors.

This collaborative approach allows them to access platforms like Pluto TV and Samsung and leverage data partnerships to improve data quality. Jackie’s perspective on collaboration in the travel industry showcases the importance of working together to achieve shared goals and deliver impactful experiences to travelers.

The Personalized Experience Throughout the episode, Jackie stresses the importance of providing information at all stages of the consumer travel journey. Travelers constantly seek more information and want to feel confident in their choices. Jackie’s team’s commitment to delivering personalized experiences is so important in telling a destination story that resonates.

Resources: * Website: https://www.vdx.tv/industry-solutions/travel * LinkedIn: https://www.linkedin.com/in/jackiedunfee/

I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.com

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Born and raised in Michigan, Kevney Dugan grew up playing any sport he could make time for. In the long run, trail running, mountain biking, and fly fishing were the sports that stuck. Fly fishing was the one that offered a working opportunity out of college and took him to Livingston, Montana; San Jose, California; Jackson, Wyoming; and eventually to Bend. Having the opportunity to be the President/CEO of Visit Bend is a dream come true. Rarely does one have the opportunity to take their passions and provide them on such a grand stage to such a wonderful community.

On this episode of Destination on the Left, I talk with Kevney Dugan and discuss how Visit Bend is leveraging influencer marketing to help build awareness and encourage visitation during off-peak times. We also dig into how his team balances the visitors’ needs with those of residents by concentrating on workforce development and prioritizing sustainability.

What You Will Learn in this Episode: * Kevney’s unconventional path into destination marketing * How Visit Bend has used influencer marketing and why it works so well for them * Why they’ve honed their marketing to concentrate on fall, winter, and spring as a great time to visit Bend * The importance of bringing the community on board when creating a marketing and PR strategy * How Visit Bend is working hard to solve the workforce issue and help young people see travel and tourism as a viable career path * Why they created the Bend Sustainability Fund, projects it contributes to, including riverbank restoration and creating new trails, and why it will change the future of the destination

How Visit Bend is telling the Authentic Story of their Destination Kevney joins us on the podcast to discuss the evolving landscape of consumer engagement and the power of trusted voices in marketing. We discuss why today’s consumers are drawn to information from sources they trust, which means that strategies like influencer marketing are an important consideration for DMOs.

He highlights that collaborating with influencers helps his team share the destination with target demographics. These influencers, using their authentic voices, share their experiences in Bend, leading to significant engagement and even influencing travel decisions based on their experiences.

Creativity in the Face of Challenges Our discussion sheds light on the importance of adaptability and creative problem-solving, in the wake of unprecedented challenges like those the travel industry faced in 2020. Kevney shares how challenges often spur creativity and innovation, and why, instead of dwelling on the negatives during tough times, it’s crucial to use such moments as learning opportunities, aiming to emerge stronger.

Workforce Development We also talk about how Visit Bend is engaging middle school and high school-age students and helping them to think about travel and hospitality as a viable career path. He discusses how they hope it’s going to help with the labor shortages they’re currently seeing. Kevney emphasizes that workforce development is all about planting that seed early on and that this industry has some amazing opportunities.

Resources: * Website: https://www.visitbend.com/ * LinkedIn Personal: https://www.linkedin.com/in/kevney-dugan-4a858a8/ * LinkedIn Business: https://www.linkedin.com/company/visit-bend/

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Episode 351: Mike Skladony serves as the general manager of the consumer services team at Semcasting. He oversees all travel, entertainment, tourism, higher education, and nonprofit clients. Mike’s team of audience developers, account managers, and campaign managers work with clients hand in hand to develop audience solutions and win digital campaign strategies. Mike started his career with Semcasting in 2012, straight out of college and right into a role as Semcasting’s first digital account executive.

On this episode of Destination on the Left, Mike Skladony and I discuss how to apply traditional advertising approaches to the digital landscape. We dig into the importance of first-party data and why it plays an important role in both marketing strategy and results. Mike also elaborates on why collaboration and data sharing are essential for successful marketing campaigns.

What You Will Learn in this Episode: * The specific challenges in measuring the effectiveness and ROI of programmatic advertising * How we can apply traditional marketing strategies to the digital landscape * Why collaboration and data sharing between companies enhances marketing campaigns * How merging traditional and digital marketing methods helps achieve affordability for consumers * Effective strategies for optimizing media spend and allocating resources in advertising campaigns

How Programmatic Advertising Works Mike and I discuss how programmatic advertising can be a powerful tool for effectively targeting a specific audience and driving engagement. He highlights the importance of analyzing both behavioral and deterministic characteristics of the target audience to create highly targeted campaigns. By combining data from various sources, including mobile location history and offline deterministic data, advertisers can identify the right audience and deliver personalized ads.

Although Mike cautions that while programmatic advertising may not always directly result in immediate conversions or sales, it plays a significant role in building brand awareness and influencing buying decisions.

Data Sharing for Better Outcomes During our conversation, we also dived into collaboration and data sharing between companies and how it can improve marketing campaigns by providing a more comprehensive and accurate understanding of the target audience.

When different companies come together and share their first-party data, it allows for a deeper level of insights and segmentation, leading to more precise targeting and messaging. By combining data from various sources, marketers can gain a holistic view of consumer behaviors and preferences, enabling them to create more personalized and effective campaigns.

Sharing data can help optimize media spend by identifying overlap and avoiding duplication in targeting efforts. As we almost always find when talking to our guests on the podcast, we heard from Mike that collaboration and data sharing foster a collaborative ecosystem where companies can leverage each other’s strengths and resources to achieve better marketing outcomes.

Resources: * Website: https://www.semcasting.com/ * LinkedIn Personal: https://www.linkedin.com/in/mikeskladony/ * LinkedIn Business: https://www.linkedin.com/company/semcasting-inc/

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Episode 350: Jennifer Barnwell is President of Curator Hotel & Resort Collection. Launched in November 2020, Curator provides lifestyle hotels the power to compete together while allowing its members the freedom to retain what makes their hotels unique.

Before moving over to Curator, Barnwell was Senior Vice President of Asset Management of Pebblebrook Hotel Trust, a leading real estate investment trust, which was formed and went public in late 2009. She oversaw hotels on the West Coast in San Francisco and Los Angeles and had a team of three Asset Managers reporting to her. Prior to joining Pebblebrook Hotel Trust, Barnwell was Senior Vice President of Peninsula Real Estate LLC, a private real estate investment fund based in New York. While at Peninsula Real Estate LLC, she was involved in all aspects of the fund, including formation, acquisitions, and asset management. Previously, Barnwell was Vice President of Tishman Hotel & Realty LP, where she was involved in Tishman Hotel & Realty’s many activities, including acquisitions, management, asset management, development, and brokerage. Jennifer holds a B.S. from The School of Hotel Administration of Cornell University, graduating with Distinction.

Barnwell currently serves on the Board of the Boutique Lifestyle Leaders Association (BLLA).

On this episode of Destination on the Left, I talk with Jennifer Barnwell about the Curator Hotel and Resort Collection, a new idea that was launched in 2020 to serve independent hotels. We discuss how to amplify smaller brands and the creation of curated experiences that are bookable, memorable, and unique.

What You Will Learn in this Episode: * How, by harnessing the power of scale and working together, hotels can compete more effectively and achieve better financial results * Why building collaborative programs requires education, commitment, and awareness * How collaboration allows independent hotels to negotiate better financial terms and access a wide range of offerings at a lower cost * The importance of open communication, transparency, and collaboration in running a successful collaborative program * How Curator helps promote the hotels in their collection with savvy digital marketing and showcasing unique experiences

Independent Hotels Getting Ahead Through collaboration, independent hotels can pool their knowledge, experiences, and resources, allowing them to compete more effectively with larger chain hotels. Jennifer shares how this sense of togetherness helps to level the playing field and fosters a strong support system within the industry.

By embracing coopetition, independent hotels can find common ground and work towards collective growth, while still maintaining their unique qualities and identities. Through collaboration, they can also offer a huge range of offerings and amenities that cater to different preferences and interests to enhance the overall guest experience.

Authenticity and Honesty Jennifer emphasizes the importance of open communication, transparency, and collaboration in building successful partnerships. Through collaboration, independent hotels can amplify their brands, attract more guests, and create a sense of place that sets them apart in the industry.

Unique Experiences By collaborating with independent hotels, Curator can curate and showcase experiences that are truly one-of-a-kind to make their guests’ experiences even better. These experiences can range from local culinary adventures, immersive cultural activities, vibrant art exhibits, and outdoor adventures. They help provide guests with memorable and authentic moments that really can’t be replicated elsewhere, making sure that every stay within the Curator network is a fabulous experience.

Resources: * Website: https://www.curatorhotelsandresorts.com/ * LinkedIn Personal: https://www.linkedin.com/in/jennifer-barnwell-a8689ba/ * LinkedIn Business: https://www.linkedin.com/company/curator-hotel-and-resort-collection

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Episode 349: Ariel Azoff is the Executive Director of Tourism and Brand Partnerships at Atlas Obscura, a media and experiences company dedicated to sharing the world’s hidden wonders. Ariel’s work has spanned media, tourism, social enterprise, sustainable fashion, government, and international development. She joined Atlas Obscura in 2017 to head up the company’s DMO campaigns, bringing her professional media experience and personal passion for travel and sustainability to the role. An assimilated Brooklynite, Ariel is also a certified NYC Sightseeing Guide and, in her spare time, designs and leads women’s history tours of the city.

On this episode of Destination on the Left, I talk with Ariel Azoff about how off-the-beaten-track destinations have fueled the growth of Atlas Obscura into a global digital media company. We talk about identifying destinations that spark curiosity and wonder, and Ariel shares more about some of the out-of-the-ordinary collaborations with destinations they are enjoying right now.

What You Will Learn in this Episode: * How Ariel’s diverse background in media, tourism, and sustainable fashion influenced her work at Atlas Obscura * Why people are seeking out unique and off-the-beaten-path experiences right now and how COVID-19 has impacted this trend * The collaboration between Atlas Obscura and Brand USA for the TV show “Small Town Big Story” * How Atlas Obscura works with DMOs to create engaging and informative content about destinations * How Atlas Obscura has evolved from a blog to a global digital media company providing not only experiences but online courses and print projects

Creative Partnerships One example of Atlas Obscura’s creative and collaborative partnerships is their collaboration with Missouri Tourism to write a feature article about the haunted Missouri State Penitentiary. This partnership perfectly shows off the adventurous spirit and unique storytelling approach of Atlas Obscura. By working closely with Missouri Tourism, Atlas Obscura was able to tap into the local expertise and deep knowledge of the destination, ensuring an authentic and compelling narrative.

Together, they crafted an article that delves into the chilling history and paranormal legends surrounding the destination, providing readers with a glimpse into the eerie and mysterious side of the state. This collaboration not only highlights the significance of Atlas Obscura’s dedication to showcasing offbeat destinations but also emphasizes their commitment to working hand-in-hand with destination experts to bring these hidden gems to light. By merging their expertise and resources, Atlas Obscura and Missouri Tourism were able to create a compelling feature that entices travelers to explore the haunted corridors of this historic penitentiary and experience the spine-tingling allure of Missouri’s darker side.

Evolving and Expanding the Offering Ariel shares how as Atlas Obscura’s popularity grew, so did their ambition to expand their offerings. They recognized the need to provide more immersive and interactive experiences for their community of curious travelers and explorers. This led to the creation of unique experiences, such as visiting the iconic Times Square ball or having a firsthand encounter with wolves at a bar. These experiences allowed travelers to engage with their surroundings in unexpected and memorable ways, further capturing the spirit of discovery that Atlas Obscura is known for.

Edu-tainment Integrating destination marketing into mainstream entertainment has numerous benefits for both destinations and the entertainment industry. By weaving travel experiences and unique destinations into television shows, movies, podcasts, or even fictional narratives, audiences are transported to these unusual locations and it not only sparks curiosity in viewers, but also offers destinations the opportunity to showcase their hidden gems to a wider audience. In turn, the entertainment industry gains access to a fresh and unique angle for their content.

Resources: * Website: https://www.atlasobscura.com/ * LinkedIn Personal: https://www.linkedin.com/in/arielazoff/ * LinkedIn Business: https://www.linkedin.com/company/atlas-obscura/ * Facebook: https://www.facebook.com/atlasobscura/ * Twitter: https://twitter.com/atlasobscura * Instagram: https://www.instagram.com/atlasobscura/ * Youtube: https://www.youtube.com/user/atlasobscura

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Episode 348: Susan Namulindwa is the founding Director of Girls Run Period, an organization focused on Advocacy for ending Period poverty and women’s rights. She is the Founder and Executive Director of Maama Watali and Africa Trade Desk and the Vice President Canada with the Canada-Africa Chamber of Business. Susan has long standing expertise in policy, partnerships, strategy, outreach, and communications, as well as an experienced fundraiser, presenter, and trainer. She is an advocate for the use of inclusive trade to lift communities out of poverty.

Susan is very involved in her community in Canada and Africa and the broader International African Diaspora through various community development initiatives on gender equality, environment, connectivity, food security, diversity, and inclusion. She is passionate about women and girls’ leadership, well-being, and development.

On this episode of Destination on the Left, Susan Namulindwa dives into her passion for creating trade and business opportunities for Africa and why aid without a relationship is ineffective. She shares why and how she started Girls Run Period, which is focused on ending period poverty in Africa, and how that led her to build world-changing collaborations.

What You Will Learn in this Episode: * Susan shares more about how Girls Run Period combines running with addressing period poverty in Africa, focusing on empowerment, collaboration, and sustainable tourism * The importance of business relationships and trade partnerships for Africa’s development * Why Susan and her team entered the UNWTO Tourism Challenge, and how it helped them with aligning their idea with the goal of bringing tourism to small rural communities * Some of the amazing events Girls Run Period has organized, including a cross country meet with thousands of attendees and the support of world marathon record holder Eliud Kipchoge * Their future plans supported by Athletic Kenya and the local and national governments, that are helping them expand their impact and empower even more girls

Founding Girls Run Period Susan shares her passion for creating trade and business opportunities for Africa and discusses how Girls Run Period aims to end period poverty through running events. She talks more about how she came up with the idea for creating an event that would get women excited about participating in a marathon in the Rift Valley and how her own enthusiasm for running led her to link the cause of empowering girls and women in Africa with funding local businesses to provide sanitary wear so girls don’t miss out on crucial years of education.

World Changing Collaborations Susan shares why collaboration lies at the heart of Girls Run Period’s success. Through partnerships with running clubs, athletic organizations, schools, and health professionals, the program is able to create a network of support that extends beyond running.

This collaborative approach ensures that girls receive not only the necessary supplies but also mentorship, health services, and educational opportunities. By working together, Girls Run Period is able to maximize its impact and create lasting change in the communities it serves.

Promoting Sustainable Tourism Girls Run Period combines two powerful forces – running and tourism – to create a positive impact. Participants not only get to run in iconic destinations like Kenya’s Rift Valley but also support the cause by paying fees and donations. This unique approach promotes sustainable tourism and helps generate funds for the initiative’s important work.

Susan discusses trade over aid, and why she is a strong advocate for trade partnerships that benefit both Africa and its global partners. By supporting local entrepreneurs who produce reusable sanitary pads, Girls Run Period empowers girls and women while contributing to environmental sustainability. This approach aligns with the sustainable development goals and showcases the trade and business opportunities available in Africa.

Resources: * Website: https://www.girlsrunperiod.org/ * Facebook: https://www.facebook.com/GirlsRunPeriod/ * Twitter: https://twitter.com/GirlsRunPeriod * Marathon Campaign: https://www.girlsrunperiod.org/marathon-campaign/ * Awake Tourism Challenge: https://www.unwto.org/unwto-awake-tourism-challenge * The Awake competition attracted more than 2,000 entrants from 120 countries worldwide. The most submissions were from Europe, the Americas and Africa, followed by Asia and the Pacific and the Middle East. From these, an expert jury selected 30 finalists and then 15 winners: https://www.unwto.org/news/unwto-announces-winning-start-ups-for-awake-tourism-challenge * UNWTO Sustainable Development Goals: https://sdgs.un.org/goals

I have exciting news! I’m publishing my first book, Stronger Together: Building World-Changing Collaborations that Succeed. I’d love for you to join my very first book launch team to help me reach my goal of 50 Amazon reviews in the month of September. Go here to join: https://nicolemahoney.com/#join!

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Episode 347: This week is the second in our two-part series coming to you from the Destinations International annual convention in Dallas, Texas. I have seven inspirational guests with me to share more about what has helped them be successful in the destination marketing industry and what advice they have for future tourism industry leaders. I also asked each of them to describe the convention in just one word — I think you’ll be fascinated by their answers.

Joe Marinelli: President of Visit Savannah
Julie Gilbert: President & CEO for Destination Door County
Kalene Griffith: President & CEO of Visit Bentonville
Leonard Hoops: President & CEO of Visit Indy
Paige Shepherd: Director of Tourism for the Chickasaw Nation Division of Commerce
Paul Nursey: CEO of Destination Greater Victoria
Ron Price: President & CEO of Visit Phoenix

The Family Feel of the Destinations International Annual Convention My inspirational guests share their thoughts on why connecting with others in the travel and tourism industry is an invaluable part of their professional development. They also share what the word partnership means to them and dive into the importance of collaboration in destination marketing.

Joe Marinelli: President of Visit Savannah Joe shares how he would describe the travel and tourism industry to a future tourism professional as a versatile option. He highlights some of the roles you can do, some of the routes your career can take you, and how you can do the job anywhere you want in whatever capacity in smaller towns, in New York City, or even internationally.

Julie Gilbert: President & CEO for Destination Door County We discuss how Destinations International has helped Julie move forward in her career with a community-shared values focus. Julie explains how the annual convention allows travel and tourism professionals to come together to discuss what’s happening in the industry, what’s trending, best practices, and how to better communicate with your community, stakeholders, and municipalities.

Kalene Griffith: President & CEO of Visit Bentonville Kalene dives into what the word partnership means to her — particularly how DMOs can act as leaders in our communities and work with others to become experts in a wide range of niches. Our partnerships are how we work together as a group, how we work with other travel and tourism professionals to extend our knowledge base, and the ways we serve our community.

Leonard Hoops: President & CEO of Visit Indy We dig into why Leonard chose collaboration as his Destinations International event keyword. Travel and tourism professionals collaborate on ideas and strategies to address issues and make new relationships that go well beyond business-to-business relationships. He shares some of the lifelong friendships he’s made through the conference and how they have provided value to his professional and personal life.

Paige Shepherd: Director of Tourism for the Chickasaw Nation Division of Commerce Paige shares more about her vast rural destination and elaborates on how events like Destinations International helps her be a better travel marketer by allowing her to build authentic connections with others in the industry. She also shares what partnership means in the context of the Chickasaw Nation and why the success of the communities is the success of the tribe and the destination.

Paul Nursey: CEO of Destination Greater Victoria Partnership, to Paul, goes deeper than a transaction, and he shares why it needs to be founded on some principles of understanding the core objectives that you each have and discovering the potential synergy to build a solid foundation for a long-term partnership. He highlights the importance of taking the time upfront, doing your due diligence, being thoughtful, and not rushing into partnerships but ensuring that the collaboration is mutually beneficial.

Ron Price: President & CEO of Visit Phoenix Ron and I dive into the importance of building a shared vision, as well as shared values, with the community and its leaders in your destinations. He shares how he communicates with stakeholders in his location to ensure the DMO can collaborate effectively to serve both visitors and locals. He discusses how travel and tourism professionals can fulfill their role as community architects and work collaboratively to find that common ground to move a project forward.

I just loved diving deep into the details of how events like the Destinations International Conference can move the needle on careers and professional development within the tourism industry. Our guests, all leaders in the tourism sector, shared invaluable insights on honing their skills, the essence of partnership, the significance of collaboration, and the family-like support of the Travel and Tourism community.

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Episode 346: This week on the show, we’re enjoying another travel conference edition. Join us at Destinations International (DI) as we talk to a panel of distinguished guests from the tourism industry. With decades of combined experience, they delve into the world of careers and professional development in tourism. From the resilience of hospitality professionals to the importance of collaboration and partnerships, we want to share insights gained at DI.

Butch Spyridon: President & CEO of the Nashville Convention and Visitors Corporation
Catherine Jenkins: Marketing & Communications Manager at Kent County Tourism Corp
Cheryl Kilday: President & CEO of Destination Myrtle Beach
Darien Schaefer: President & CEO at Visit Pensacola, Inc.
Darryl Leggieri: President at Discover Saratoga-Saratoga Convention and Tourism Bureau

The Power of Partnerships: Success Stories Shared at Destinations International Each guest answered five questions about the value of events like Destinations International and why coming together with others in the travel and tourism industry makes you a better tourism professional. They share what the word partnership means to them and share the importance of collaboration in their roles.

Butch Spyridon: President & CEO of the Nashville Convention and Visitors Corporation On the show, Butch discusses his 30 years of experience in the hospitality industry and highlights the resilience and hardworking nature of those in the travel and tourism niche. He also emphasizes the importance of creating bonds and friendships in one’s career and establishing a network. Butch also shares why he believes that experiences we enjoy during travel can be more valuable than material possessions.

Catherine Jenkins: Marketing & Communications Manager at Kent County Tourism Corp Catherine shares that attending the conference has made her a better professional by providing opportunities to learn from industry experts and peers. She emphasizes the importance of collaboration and partnerships in her success and how the travel and tourism communities provide support for her work. Overall, Catherine describes the DI conference as inspiring and exciting and a place that makes her feel ready to rejoin her colleagues in Kent County and start making plans for the future.

Cheryl Kilday: President & CEO of Destination Myrtle Beach We welcome Cheryl back to the show to share her thoughts on Destination International as a place to access data about the travel and tourism industry, talk to the people who developed it, and interact with that information to get a deeper, better understanding than just reading it off of an online article. Cheryl also emphasizes the importance of peer-to-peer connection and why building a network and developing relationships at the conference is so helpful.

Darien Schaefer: President & CEO at Visit Pensacola, Inc. Darien dives into why partnership is critical to what we do in destination marketing. He talks about the value of working with peer organizations in your destination and elaborates on why it is key to our success to build as many partnerships as we can. Darien also shares that his words for Destinations International in 2023 are beneficial and important.

Darryl Leggieri: President at Discover Saratoga-Saratoga Convention and Tourism Bureau We’re always looking to give newcomers to the travel and tourism industry a helping hand, and Darryl shared the advice he would offer. He highlights the importance of the bonds and friendships you create over your career and why establishing your network is so important. Darryl explains why he describes his experience at Destinations International as engaging and why he loves catching up with colleagues on the conference floor.

From the importance of networking and collaboration to the resilience and adaptability required in the face of challenges like the pandemic, these professionals share their insights and experiences. As they highlight the value of strong partnerships, continuous learning, and making a difference in their communities, it becomes clear that the tourism industry is not just about travel and hospitality—it’s about forging connections, creating memorable experiences, and shaping the future of destinations.

Stay tuned for the second part of our series, where we will continue to hear insights from travel experts at Destinations International.

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Episode 345: Rachel Brown is the Executive Director of Visit Durango. In her role, she leads the team of tourism marketing and sustainability experts at the award-winning Destination Management & Marketing Organization (DMMO) for southwest Colorado’s most visited region. Rachel has over ten years of experience in tourism marketing and has held director positions at Visit Fisherman’s Wharf, San Francisco, and Visit Oakland. She has earned a Global Sustainable Tourism Council Certification, sits on the Board of Directors of the Colorado Tourism Office, and is the Chair of the Marketing Committee for the Colorado Tourism Office. Rachel has always had a passion for travel and tourism and has visited over 40 countries on six continents.

On this episode of Destination on the Left, I talk with Rachel Brown about sustainable tourism and the ways that Visit Durango is supporting sustainability throughout the community. She shares why they created a new organizational structure and moved from being a Destination Marketing Organization to a Destination Marketing and Management Organization.

What You Will Learn in this Episode: * Why Destination Management Organizations (DMOs) need to take action and address sustainability issues * Opportunities and challenges faced by DMOs during the COVID-19 pandemic, including the need to shift towards a sustainability stewardship approach and the importance of effective communication * Rachel shares the benefits of building partnerships and discusses how they got Durango included in the Colorado * Historic Hot Springs Loop * The advantages of having an in-house marketing team for a DMO including agility, adaptability, and cost savings * Why they transitioned from a destination marketing organization to a destination marketing and management organization, and their triple bottom line approach (planet, people, profit) in destination management

Recognizing the Triple Bottom Line Approach Rachel shares how the shift to sustainable destination management has brought so many benefits to Durango. It has helped alleviate the negative impact of over-tourism, ensured the preservation of natural resources, and enhanced the local community’s quality of life. By prioritizing sustainability, Durango has become a more desirable destination for socially and environmentally conscious travelers, attracting visitors who appreciate and support responsible tourism practices.

Visit Durango also recognized the need to adopt a triple-bottom-line approach to sustainability, encompassing environmental, social, and economic factors. While DMOs have traditionally focused on the profit aspect, Visit Durango is committed to prioritizing environmental conservation, supporting local communities, and creating a balance between the three aspects.

Shifting from Marketing to Stewardship Rachel shares more about why Visit Durango launched the Care for Durango stewardship campaign to embrace sustainable destination management. This initiative aims to educate visitors and residents about responsible tourism practices and encourage them to actively participate in preserving Durango’s natural beauty and cultural heritage.

Creative Partnerships We also discuss how Visit Durango came to be included in the Colorado Historic Hot Springs Loop. Although they initially met with resistance, Visit Durango worked tirelessly to join the group of popular destinations, and their inclusion, along with other local hot springs, has resulted in increased collaboration and marketing opportunities for all. The inclusion in the Colorado Historic Hot Springs Loop showcases the stunning natural landscapes and the healing power of hot springs and highlights Durango as a must-visit destination in Southwest Colorado.

Resources: Website: https://www.durango.org/
LinkedIn: https://www.linkedin.com/company/durango-area-tourism-office/
Facebook: https://www.facebook.com/visitdurango
Twitter: https://twitter.com/VisitDurango
Instagram: https://www.instagram.com/visitdurango/
Youtube: https://www.youtube.com/channel/UCnkW638LvBVY7BEVjOaUWjg

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Episode 344: Liza Ochsendorf is the Director of Workforce Development for Warren County, NY. She oversees the county operations of WIOA Title programs in the Warren County Career Center and works closely with local and regional partners to address barriers to employment, such as child care, housing, transportation, skill deficits, etc. Her work addressing local industry needs has led to stronger private-public sector partnerships to problem-solve collaboratively for short and long-term solutions to workforce challenges.

Her passion for workforce development and economic development is rooted in community collaboration, effective communication, and clear goals and desired outcomes for all stakeholders. Liza has 14 years of experience working in education in Washington, DC, where she oversaw Life Skills programs and was instrumental in implementing restorative practices to build community and improve student outcomes.

Liza is a graduate of Syracuse University and resides in Glens Falls, where she serves on the Board of Directors for the Tri-County United Way, the Executive Board for the Saratoga-North Country Continuum of Care, the Park Theater Foundation Board of Directors, and is a member of Greater Capital Region Women United.

On this Destination on the Left episode, I talk with Liza Ochsendorf, who shares her insights into managing the current workforce shortage. She highlights some of the creative ways that she is helping her community address workforce shortages and the ways she is helping hospitality businesses reach the youth population, improve retention, and help with training to feed the workforce pipeline in the hospitality industry.

What You Will Learn in this Episode: * The importance of youth involvement in job fairs and workforce development * Why we should be rethinking job postings and descriptions to focus on skills rather than only experience * How we can embrace AI and automation in the workforce for those tasks that don’t need a human touch * Ways DMOs can overcome barriers for people with disabilities, justice-impacted individuals, and veterans to enter employment * Liza also shares some of her creative strategies for addressing long-term workforce shortages, including incorporating flexibility and hybrid work schedules in roles

The Challenge of Long-Term Workforce Shortages Liza highlights the long-term challenge of workforce shortages, which are not only a result of the pandemic but also due to factors such as the younger generation having fewer children than currently retiring baby boomers. Liza emphasizes that the common narrative suggesting people don’t want to work isn’t true, as the data shows that the labor participation rate has actually recovered and is currently at its highest point since January 2007.

She explains that the pandemic has caused a shift in people’s work preferences, with a greater desire for flexibility and hybrid work schedules. As a result, there has been a decrease in people working in public-facing industries and an increase in individuals starting their own businesses.

Highlighting Your Skills In response to the workforce shortages in the hospitality and tourism industry, Liza shares various creative strategies implemented by Warren County. These strategies include hosting engaging high school job fairs and providing a hospitality training program. The program, known as PUSH, or “Pathways Up for Success and Hospitality,” guarantees participants an interview with a local hospitality business. The county also puts time and resources into retention strategies, encouraging businesses to be great employers and providing opportunities for growth and advancement.

AI and Automating Jobs Liza also shares valuable insights on harnessing AI and automation to enhance workforce efficiency and highlights that while AI is not expected to replace jobs requiring human interaction, it can significantly contribute to filling roles where human contact is not essential.

This opens up opportunities for streamlining tasks and improving efficiency across various industries. As businesses adapt to these new technologies, Liza encourages employers, particularly in the travel and tourism niche, to explore creative ways to leverage AI for increased productivity.

Resources: * Website: https://thejoblink.org/ * For More Info: https://thejoblink.org/resources/ * LinkedIn: https://www.linkedin.com/in/liza-ochsendorf-87b809202/ * Demographic Drought Report * Bureau of Labor Statistics Report

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Episode 343: Tammy Blount-Canavan’s career has spanned 30+ years and two countries, including executive leadership at Tourism Vancouver, CEO of the Tacoma Regional CVB, architect and inaugural Chair of the Washington Tourism Alliance, President and CEO of the Monterey County CVB, and now President and CEO of Visit Seattle.

Tammy is a Past Chair of Destinations International. Tammy has been recognized as CEO of the Year, one of the 25 Most Influential People in the Meetings Industry, twice as one of the top 25 Most Influential Women in the Industry, Leadership Supplier of the Year in the Meetings Industry, Top 100 Most Inspirational Women in the Meetings Industry, CSUMBs School of Business 2018 Community Leader of the Year, won the Global Leadership Award from Destinations International and IMEX and in 2023 is being inducted into the Smart Women in Meetings Hall of Fame.

In this episode of Destination on the Left, I talk with Tammy Blount-Canavan about some of Visit Seattle’s ingenious campaigns, such as rain booths in Arizona and coffee shop takeovers, which embody the unique character of Seattle. She describes how the community built a city-wide selling strategy to expand the conventions market. Tammy also shares some of the community and wider partnerships they’re involved in and how they help make the tourism industry successful.

What You Will Learn in this Episode: * Some of the directions you can go in when you build a career in travel and tourism marketing * How Visit Seattle promotes the values of their community when they’re out and about at shows * Some of the creative ways they share more about their communities’ benefits including a rain booth in Arizona and coffee shop takeovers * The challenges that COVID-19 threw in Visit Seattle’s path and how they have overcome them by collaborating on a city-wide selling strategy * How they make partnerships successful by talking about what they want to accomplish, how they plan to get there, and how they make sure stakeholders have complementary skills

Innovative Marketing Experiences We spotlight the innovative approach to destination marketing taken by Visit Seattle this week. Rather than solely relying on traditional tactics like purchasing ads and attending trade shows, they put a unique spin on destination marketing by creating fun and memorable experiences at events that underscore their core values.

Visit Seattle has a knack for adding creative twists to their campaigns; last summer, they introduced a ‘rain booth’ in California and Arizona. This structure sprinkled light rain, allowing people to experience Seattle’s famous ‘cozy season’ amidst the summer heat. Participants could even create their own movie posters as though they were in Seattle, sparking conversations about the city’s unique charm.

In addition to these fresh marketing strategies, Visit Seattle capitalizes on the wealth of local celebrities and athletes who take pride in sharing the story of their city. Their ongoing “I Know a Place” campaign features local residents expressing their love for Seattle and its hidden gems. This not only highlights iconic locations but also unveils lesser-known aspects of the city.

Exemplifying Core Values We also discuss how Visit Seattle shares how their core values—innovation, creativity, and inclusivity— not only shape their city but also their marketing strategies. Inclusivity, for instance, is manifested through partnerships with Seattle Bank and Interventionalist, supporting traditionally underrepresented BIPOC-owned businesses.

Sponsorships enable people to experience these businesses firsthand, with Visit Seattle highlighting them in their campaigns. This demonstrates a proactive approach to diversity, actively working with these businesses to tell their stories instead of merely stating the presence of diversity.

Creativity is another cornerstone of Visit Seattle’s approach. The city boasts the title of the glassblowing capital of the world, second only to Italy, and hosts an annual festival named Refract, a month-long celebration of local and renowned glass artists. Along with Refract, they organize Cloudbreak, focused on music, and Museum Month, both of which showcase Seattle’s vibrant arts scene.

Their third core value, innovation, is encapsulated in Seattle’s identity as the birthplace of global tech giants like Microsoft and Amazon, retail powerhouse Costco, and numerous other innovative ventures. This value traces back to the World’s Fair six decades ago that birthed the iconic Space Needle, highlighting the city’s longstanding history of groundbreaking ideas. Their commitment to these values is exemplified in events like the recent Pride Parade, reinforcing that inclusivity in Seattle goes beyond words—it is deeply rooted in the population’s values. Through these unique approaches, Visit Seattle is not just selling a destination but narrating an authentic story of a community that thrives on innovation, creativity, and inclusivity.

Resources: * Website: https://visitseattle.org/ * LinkedIn Personal: https://www.linkedin.com/in/blountcanavan/ * LinkedIn Business: https://www.linkedin.com/company/visitseattle/ * Facebook: https://www.facebook.com/visitseattle * Twitter: https://twitter.com/VisitSeattle * Instagram: https://www.instagram.com/visitseattle/

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Episode 342: Kurt Krause currently serves as the President and CEO of Visit Norfolk, joining in 2019. He is responsible for directing the effort to improve the quality of life for all residents through the economic and community benefits of tourism. His history in the hotel industry spans over 37 years, including 21 years with Marriott International, eight years with Aramark, and four years with Gold Key PHR. Arriving in Norfolk in 2014, he led the pre-opening efforts of Hilton Norfolk – The Main, followed by re-opening the historic Cavalier Hotel and Cavalier Beach Club in Virginia Beach.

As well as his career in the hotel industry, Kurt served our Country initially as a Loaned Executive for the Transportation Security Administration. As a founding member of the largest start-up of any private or public organization, he was specifically responsible for many of the consumer-oriented deliverables. For his effort in the participation of founding the agency, in addition to the consumer element, he was recognized with the Department of Transportation Distinguished Service Medal by Secretary Norman Minetta in 2002. Kurt then joined his alma mater, Virginia Tech, as Vice President of Business Affairs; responsibilities included Facilities, Personnel, VT Police Department, Department of Environmental Health and Safety Services, Office of the University Architect, and Real Estate Management.

On the personal side, after enjoying 20 years of playing amateur baseball (2003-2023), winning two national championships, Kurt found enjoyment on stage, participating in the Hampton Roads Dancing with the Stars, performing with the Virginia Opera, and with Hurrah Players in Annie (2018) and Dames at Sea (2019).

On this episode of Destination on the Left, I talk with Kurt Krause about how Visit Norfolk is revisiting a successful collaborative campaign from 2020 to see how they can apply those learnings to new need areas. He shares more about the “City with Bite” and how it has led to engagement with the local community in addition to visitors. Kurt also highlights current plans to tell the authentic history of Norfolk through a program called Pathways to Freedom, which tells the story of the Underground Railroad, recognizes the harrowing experiences of those who sought freedom, the individuals and institutions that aided them, and the historical locations that played a part in their journey.

What You Will Learn in this Episode: * What Visit Norfolk is doing to break through the noise of a crowded travel and tourism market, including a collaboration with Virginia Beach that generated $6 million of hotel business in the summer of 2020 * How can we apply insights gained during the COVID-19 pandemic to keep us moving forward as DMOs in new periods of need * Why those that keep their marketing going and continue connecting with their audience, even when times are tough, recover faster when a crisis hits * How the “City with Bite” series started, how they produce and market it, and how they envision making it financially sustainable * Kurt shares one of the projects that Visit Norfolk is proud of right now, including how they recognize the city’s problematic history and sensitively tell the authentic story of enslaved people in the area

The “City with Bite” Initiative Kurt discusses the often overlooked but crucial role residents play in destination marketing. It’s not solely about attracting out-of-town visitors but also engaging the locals in the activities and experiences the city offers. He shares more about the “City with Bite” initiative, a restaurant series now in its third season, which was invented to motivate residents to patronize local eateries again.

The “City with Bite” series has rejuvenated the local culinary scene and enhanced residents’ understanding and appreciation of the visitor economy. One distinctive feature of the “City with Bite” series is the inclusion of restaurant customers in their episodes. They are invited to share their experiences, reminiscences, and thoughts about the highlighted restaurants, fostering a deeper connection between the local community and the city’s gastronomic landscape.

Sharing Untold Stories Kurt also shares some of the upcoming projects Visit Norfolk is undertaking that he’s particularly proud of. For the last two years, the team has been working on a project based on “Pathways to Freedom,” a book by Dr. Cassandra Newby Alexander that narrates the tale of the underground railroad in Norfolk. This venture aims to tell the untold stories of those who braved the perilous journey to freedom, a narrative often eclipsed by more popular accounts like those of Pocahontas and Captain John Smith.

Through this project, Visit Norfolk aims to shed light on the harrowing experiences of those who sought freedom, the individuals and institutions that aided them, and the historical locations that played a part in this journey.

One of the most fascinating things about this initiative is the use of augmented reality (AR) to bring these historical narratives to life. For example, the technology can help recreate the imagery of the tunnels under St. Mary’s Basilica, where the enslaved were known to escape. It can also show places such as the slave jail or warehouses that no longer exist. The goal here is to foster an understanding of the city’s history and how it has progressed, not perfectly but significantly, towards becoming a diverse and inclusive community.

Resources: * Website: www.Visitnorfolk.com * Facebook: https://www.facebook.com/VisitNorfolkToday * Instagram: https://www.instagram.com/visitnorfolkva/ * Twitter: https://twitter.com/VisitNorfolkVA * Youtube: https://www.youtube.com/user/VisitNorfolkVirginia * When This Is Over – VisitNorfolkVA – YouTube * Together At Last, Norfolk-Virginia Beach – YouTube * Together At Last Review * The City with Bite: https://www.citywithbite.com/brothers/ * Last Stop to Freedom

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Episode 341: This week the show is at Tap Dance, organized by the Travel Alliance Partners, where the focus is on the power of collaboration, connections, and partnerships in the travel and tourism industry.

Through conversations surrounding the Tap Dance 2023 travel conference and real-life experiences, my guests share a deep appreciation for the importance of working together, building strong relationships, and leveraging partnerships to create impactful travel experiences. From creating joint itineraries to forming pod partnerships, this episode explores how collaboration and teamwork can elevate the industry and provide operators with valuable pre and post-trip experiences. Get ready for an inspiring and informative discussion that highlights the transformative power of collaboration in the travel trade segment.

Todd Read: Trade and Consumer Sales Manager at SoIN Tourism
Timothy Cave: Owner of ITG Travel
Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection
Micheal Collins: Development Consultant at Nebraska Tourism Division
Marlene Kay Smith: Group Sales Manager with Traverse City Tourism

Insights from the Tap Dance We hear from five amazing travel and tourism leaders, including Todd Reed, Tim Cave, Stacey Warren, Micheal Collins, and Marlene Smith, who provide insights on the Tap Dance show and partnerships in the industry.

Todd Read: Trade and Consumer Sales Manager at SoIN Tourism “Collaboration is the key,” according to Todd. He discusses the importance of collaboration and partnerships in the industry and shares his experience of how trust and communication are crucial in building successful relationships with partners. Todd also emphasizes the value of attending travel conferences, such as Tap Dance, to network, exchange ideas, and learn from other professionals in the field.

Timothy Cave: Owner of ITG Travel Timothy shares his own experience working with various partners and tour operators in Nebraska, emphasizing the need to go where the operators are and get to know people. He also talks about the benefits of attending shows and networking with others in the same line of work. Timothy believes leveraging partnerships and learning from others is crucial for success in the tour operator industry.

Stacey Warren: Director of Sales and Marketing at The Maine Tour Connection Stacey talks about what partnership means to her, and why it’s the number one thing you need in this industry. She dives into a partnership she and neighboring DMOs have set up that enables visitors to learn more about Maine and the surrounding region. Stacey also highlights the significance of networking at events like Tap Dance, where industry professionals can learn from each other and exchange ideas.

Micheal Collins: Development Consultant at Nebraska Tourism Division I loved hearing more about the collaboration between Nebraska and Wyoming and how they built an itinerary based on the Western heritage of cowboys and Native Americans. He also discusses why his word for Tap Dance is ‘wonderful’ because of its family feel and commitment to helping travel industry professionals build significant, long-lasting relationships.

Marlene Kay Smith: Group Sales Manager with Traverse City Tourism Marlene describes why for her, partnerships are very much a two-way street, which sometimes might benefit one person more at one time, but which always even out in the end. She highlights the importance of respecting one another as fellow knowledgeable professionals. Marlene also talks more about Circle Michigan, a partnership that has lasted 40 years because everyone involved understands that they’re better together.

I hope you enjoyed the second episode of our special two-part series from Tap Dance, where we dive into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations.

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Episode 340: This week I’m at Tap Dance, the annual travel conference hosted and produced by Travel Alliance Partners. Tap Dance is an intimate show that gives a select group of tour operator partners a chance to build genuine relationships with Preferred Professional Travel Providers.

I’m privileged to be able to talk to five experienced leaders in the travel and tourism sector and ask them about how shows like Tap Dance help empower them to do their job better. We also dive into what the word partnership means to them, and my guests offer an example of a partnership that works well for them. I can’t wait to share my guests’ words with you.

Lori J. Solomon: Vice President of Travel and Trade with the Sullivan Catskill Visitors Association
Libby Jones: Director of Education at Battleship New Jersey Museum and Memorial
Jim Walter: Vice President of Visit Cheyenne
Jill Shorkey: Director of Group Tours for Great Lakes Bay Regional Convention and Visitors Bureau
Emily Hamill: Hospitality Coordinator at Old Sturbridge Village

Insights from the Tap Dance I am excited to showcase the Tap Dance travel conference in this roadshow series because Travel Alliance Partners, one of my own businesses, is built to support collaboration and connection in the travel trade community.

Lori J. Solomon: Vice President of Travel and Trade with the Sullivan Catskill Visitors Association Lori shares more about a collaborative program her organization is part of called Beyond the Big Apple, where they’re encouraging travelers to explore the area beyond New York City. She discusses the collaborative effort between the Catskills, central New York, and Hudson Valley and how putting together a two-week itinerary that showcases the best of the region helps domestic and international travelers explore the region.

Libby Jones: Director of Education at Battleship New Jersey Museum and Memorial We dive into what partnership means to Libby and how she loves to work as a team to better achieve their goals. Her organization is a big fan of the phrase rising tide lifts all ships! She also shares more about how the Battleship New Jersey Museum and Memorial are building a locale with the Independent Seaport Museum to make it easier for groups who visit both destinations.

Jim Walter: Vice President of Visit Cheyenne Jim tells us how shows like Tap Dance help him be a better travel and tourism professional. He describes how working together and listening to how other people sell their destinations helps you learn and grow professionally. Jim also shares more about the Visit Cheyenne open-air rodeos, their new partners, and how they’re attracting a fantastic international audience.

Jill Shorkey: Director of Group Tours for Great Lakes Bay Regional Convention and Visitors Bureau I loved how Jill describes partnership as teamwork, listening, and an aligned vision for all of us to be together for the benefit of everyone. She also shares why her word of the show is ‘reverence’ and how as a first time Tap Dancer, she can feel the synergy with colleagues from all parts of the industry.

Emily Hamill: Hospitality Coordinator at Old Sturbridge Village We talk about why networking is beneficial from a business and professional standpoint and why she’s enjoying making so many connections with her peers. We also dive into an example of a partnership that’s working for Old Sturbridge Village in their collaboration with the Table Three restaurant group that allows their guests to experience fine dining in a historical setting.

I hope you enjoyed this first episode of our special two-part series from Tap Dance. We delved into the world of this unique travel conference, where collaboration, partnership, and connection are at its core. From intimate conversations and learning from colleagues in the tourism industry to exploring new trends and expanding networks, Tap Dance provides invaluable experiences and professional growth opportunities. I loved that our guests shared their insights on the importance of working together, forming strong relationships, and leveraging partnerships to create successful events and promote destinations.

Stay tuned for the second part of our series, where we will continue to explore the magic of Tap Dance.

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Episode 339: Santiago C. Corrada is an accomplished, recognized leader with over twenty-five years of public service experience, with proven success in effectively and efficiently transforming the professional culture of many diverse institutions. His outstanding relationship-building skills result in the resolution of highly complex issues through consensus. Corrada has the demonstrated ability to soundly and fiscally manage a convention center resulting in record surplus revenues. He has consistently elevated organizations to higher levels of productivity by empowering team members and stakeholders. Corrada is an intelligent, articulate, dedicated, loyal individual driven to serve and deliver the highest quality services.

On this episode of Destination on the Left, I talk with Santiago Corrada about his leadership philosophy which includes fostering relationships, building a great team, and being a role model. We also discuss the importance of welcoming diverse audiences, and Santiago shares in detail how Visit Tampa Bay welcomes people of all abilities.

What You Will Learn in this Episode: * Santiago’s atypical journey from high school principal to destination marketer * Why Santiago firmly believes that leadership is something that should benefit a team rather than stifle them * Why they decided to create a Tampa-based cookbook and how it supported an underappreciated sector of their community * Santiago’s commitment to diversity, equity, and inclusion and how they support individuals with impediments to travel at Visit Tampa Bay * What they’re doing to tell their story in a thoughtful, deliberate way and how they’re ensuring that the local community members are great hosts to visitors * What Santiago is looking for when he’s building his destination development plan and some of the important factors he likes to incorporate

Leadership at Visit Tampa Santiago Carrera discusses leadership philosophy and why he enjoys being a mentor and leading by example at Visit Tampa Bay. He shares how his unusual journey into destination marketing has helped him understand the importance of engaging his own team and the wider community in their visitor attraction initiatives.

Santiago also shines a little light on the need for effective marketing and leadership in making a location stand out. Focusing on what they’re doing at Visit Tampa Bay, he mentions how his team’s efforts led to recognition from Time Magazine, money.com, and Forbes and how they helped put Tampa on the map as one of the best places in Florida to live and visit. Santiago believes that Visit Tampa Bay’s unique branding and collaborative approach differentiates their destination from other typical Florida destinations.

Shaping Your Own Narrative In our talk on all things creativity and leadership in destination marketing, Santiago expanded on his viewpoint, explaining that the goal isn’t just about making Tampa or Tampa Bay stand out amongst competitors; it’s all about shaping the narrative your own way. He also gives a few examples of some of the innovative and creative approaches in marketing and sharing the uniqueness of their location with the world.

Committed to DEI Santiago’s commitment to diversity, equity, and inclusion is a cornerstone of his leadership strategy. As one of the few Latino leaders of a DMO in the country, he has always prioritized diversifying his team, board of directors, and the portrayal of diverse, multicultural groups in their marketing imagery. It was, therefore, important to Santiago and his team to include imagery in their campaigns representing individuals with travel impediments.

Visit Tampa incorporated ambassadors and influencers who have travel impediments into their video creation and campaigns. This inclusive initiative has added another layer to their commitment to diversity, equity, and inclusion, enriching their marketing strategy and further differentiating their destination.

Resources: * Website: https://www.visittampabay.com/ * Facebook: https://www.facebook.com/VisitTampaBay * Twitter: https://twitter.com/VisitTampaBay * Youtube: https://www.youtube.com/VisitTampaBay

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Episode 338: Since 2001, Debra Ross has been publisher of KidsOutAndAbout.com, America’s online resource for families who want to know about all of the opportunities for kids in their local area, and (since 2016) of BeyondTheNest.com, for grownups who want to know about arts, culture, and recreation where they live. This web network has regional sites in 45 cities in the US and Canada, with (as of Feb 2023) 15 million visitors per year (85% parents, 15% grandparents, 82% women) and 750,000 recipients of a free weekly e-newsletter telling recipients what’s happening locally for kids, teens, and families.

Debra’s expertise is in community visibility and cheerleading, data analytics, and information resource management. She is Co-Chair of the American Astronomical Society’s Solar Eclipse Task Force for the 2023 annular and 2024 solar eclipses and Chair of the Rochester Eclipse Task Force 2024.

Named after the iconic Angela Davis, Angela Speck likes bright colors, is a nerd at heart, and has wanted to be an astronaut since she was five years old. Originally from Yorkshire (England), she went to college in London, where she was able to pursue her childhood dreams by majoring in astrophysics. After a brief stint as an r&d technician in a Lancashire company run by crazy new-age hippies, she returned to London and completed a Ph.D. in astronomy. After a postdoc at the University of Illinois and 17 years on the faculty at the University of Missouri, she is now the Chair of the Physics & Astronomy Department at UT San Antonio. She has also been the co-chair of a national task force on solar eclipses since 2014. Throughout her career, she has pursued research and teaching of astrophysics and continues to share her passion for all things extra-terrestrial.

On this episode of Destination on the Left, I talk with Angela Speck and Debra Ross about how they are preparing for the 2024 solar eclipse. We discuss how destination marketers can share information about eclipse events locally and nationally, and we cover lessons learned from the 2017 eclipse visitor data.

What You Will Learn in this Episode: * How the upcoming eclipse can help create a sense of unity and connection within a community * Key marketing lessons learned from the 2017 eclipse and what DMOs can do differently in 2024 * What communities can do to maximize the experience for locals and visitors * The importance of targeted outreach and educating people about the significance of the eclipse path, which is much more populated in 2024 than it was in 2017 * How DMOs can leverage pre-existing stories and experiences to communicate the value of participating in the 2024 eclipse

Sharing Your Community Values During her interview on the Destination on the Left podcast, Debra Ross shared a powerful anecdote about the town of Kingswood and their approach to the solar eclipse. With a strong sense of community, the town sent teenagers on bicycles to distribute eclipse glasses to residents and visitors, ensuring everyone could safely experience the event. This initiative showcased their commitment to inclusivity and creating a shared experience.

This highlighted how communities can demonstrate their true essence and foster a stronger sense of unity through how they present themselves to visitors. Debra is looking to convey a similar sense of unity and connection within her own community and has since been involved in helping other communities make their messaging fun, clever, and authentic in preparation for the 2024 eclipse.

Telling the Eclipse Story in 2024 On the podcast, Angela emphasizes the importance of targeted outreach and educating people about the significance of the eclipse path. So many people missed out on being within the path of the 2017 eclipse, and the upcoming 2024 eclipse is already a hot topic of conversation amongst the general population, not just the scientific community.

To help engage as many people as possible, DMOs should build upon pre-existing stories and experiences. By reinforcing the message that they are not starting from scratch, marketers can more effectively communicate the importance of being within the eclipse path and ensure that people understand the value of participating in the 2024 eclipse.

Resources: * Website: https://www.kidsoutandabout.com/ * Website: https://eclipse.aas.org/ * LinkedIn: https://www.linkedin.com/in/debra-ross-roc/ * Eclipse America 2024: https://eclipse.aas.org/eclipse-america-2024 * Science in the Shadows: NASA Selects 5 Experiments for 2024 Total Solar Eclipse * Rochester Total Solar Eclipse 2024 * Eclipse Community Dashboard

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Episode 337: President and CEO Danny Liedka is in his sixth year at the helm of Visit Syracuse, Onondaga County’s official tourism promotion agency. Visit Syracuse plays a critical role in the county’s economic development strategy through its focus to grow the area’s business of leisure tourism, meetings & conventions, sporting & special events, and film/television production.

Through his work, Danny has strengthened the organization’s ties with elected officials and community leaders to ensure resource development, overall strategic direction, and quality programming to the region. While under his leadership, the organization has successfully restructured to handle the effects of COVID-19 on the hospitality and tourism industry, moved into a new downtown office space, and brought in and expanded the Visit Syracuse Film Office. Liedka also has seen convention sales increase by nearly 85% during his tenure.

During Danny’s tenure, the Visit Syracuse organization has seen several major conventions return to the area and has undergone several marketing initiatives to better promote the region and partners, including a completely redesigned website, an increase in video production promotion, and a newly designed Visitors Guide.

Danny has several years of experience in a variety of tourism and hospitality roles, including Senior Sales Executive at Marriott International and Sales Manager at the Double Tree Hotel Syracuse. He holds several awards recognizing him for sports, sales, and marketing efforts.

Before joining Visit Syracuse, Danny was a former Onondaga County Legislator District 7 (2012-2017), having served as Chairman of the Health Committee, Budget Task Force, and Vehicle Use Review Board. In addition, he was the former mayor of the Village of East Syracuse (2007 – 2013). Danny has written award-winning legislation that addressed the quality of life in his Village. Danny is on the East Syracuse-Minoa School District Wall of Distinction for his contribution and achievements in the community. The Visit Syracuse president was also an on-air television commentator at Time Warner Cable Sports Channel, Big East Network, YES Network, and ESPNU, as well as a game radio host for Syracuse University Basketball on Clear Channel Radio. Danny is a recipient of the ACE Award, which is the cable television equivalent of an Emmy for excellence in sports broadcasting. Danny is also an ABCA Certified Professional Baseball Coach, Coaches at Sports Zone Baseball Academy, and is the current president of ESM Little League. He and his wife, Kim, and three children, Luke, Jack, and Hannah, and k9 partner Milla reside in East Syracuse.

On this episode of Destination on the Left, I talk with Danny Liedka about the importance of showing the authentic experience of the destination through storytelling done by real people and how Visit Syracuse does that via their photo and video library. We also dive into how to forge tighter relationships with stakeholders and some transformational projects coming to Danny’s community right now.

What You Will Learn in this Episode: * How Danny went from a successful career in Politics to becoming the CEO of a destination promotion agency * The importance of building a mutually supportive relationship with stakeholders * Why learning to communicate effectively using the right language can help your organization access more opportunities * How Danny and his team put together proposals that helped Syracuse win recent transformational projects — the new aquarium, a road project that will change the walkability and accessibility of downtown, and a major employer choosing Syracuse as look the location for their new manufacturing facility * Why having the right people on your team is critical to your success

Building a Great Team Creating a solid team and fostering a positive work atmosphere has been a priority for Danny as a leader. While he recognizes that Visit Syracuse may not always be able to compete with private sector jobs in terms of financial compensation, he believes that by going the extra mile for his employees, they can minimize the importance of money in their overall job satisfaction.

One way Visit Syracuse achieves this is by offering special perks and benefits, such as the ability to work from home. Danny explains why even before the COVID-19 pandemic, they had already implemented a remote work policy, which proved valuable when the crisis happened and allowed them to hit the ground running.

Showcasing Authentic Experiences People crave genuine experiences and prefer seeing real individuals rather than staged content. When Danny and his team realized this, they decided to invest in various initiatives, such as professional photography and partnering with an agency that could help them source a vast collection of authentic images. By showcasing real-life experiences in Syracuse, they aimed to establish an emotional connection between their audience and their brand.

Recognizing the power of video as a storytelling medium, Danny made it a priority to excel in this area. If you explore Visit Syracuse’s recently launched website, you’ll notice a strong emphasis on video content, immersive experiences, and captivating narratives. This approach has allowed them to build a dedicated following and stay ahead of the curve, ensuring they are proactive rather than playing catch up with industry trends.

Danny’s Best Practices for Collaboration When seeking the right partners, making everything about them and creating a likable connection is important. Show them a problem they may be unaware of and position yourself as the solution. Understanding their communication styles and needs, and adapting your approach accordingly, is crucial.

Effective communication and listening skills play a significant role in establishing successful partnerships. By embracing these principles and focusing on the partner’s needs, you can build strong relationships and achieve mutual success.

Resources: * Website: https://www.visitsyracuse.com/ * LinkedIn Personal: https://www.linkedin.com/in/danny-liedka-81311293/ * LinkedIn Business: https://www.linkedin.com/company/syracuse-convention-and-visitors-bureau/

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Lolita Jackmon is a highly accomplished professional who began her career in the hospitality industry, working for renowned hotels and airlines. With a deep-rooted passion for travel and a commitment to creating unforgettable experiences, she quickly established herself as an asset in the industry.

Driven by a desire to make a difference, Lolita transitioned into grant writing, focusing her efforts on increasing diversity in STEM majors through partnerships. Through her expertise in crafting winning programs and proposals, she successfully secured grants to promote inclusivity and empower underrepresented individuals to pursue careers in science, technology, engineering, and mathematics.

With a keen eye for detail and a talent for evaluating grant proposals, Lolita expanded her career by collaborating with grant funding organizations. Her meticulous evaluation of proposals ensured that resources were directed towards impactful initiatives, fostering innovation and societal change.

Lolita’s journey led her into a flourishing project management career, where she excelled in strategic planning, budgeting, and stakeholder engagement. Her ability to lead cross-functional teams and deliver projects successfully while maintaining a focus on quality and client satisfaction earned her widespread acclaim.

Motivated by her unwavering love for travel and her desire to help others experience the wonders of the world, Lolita embarked on the entrepreneurial path, founding her own travel business. Drawing from her expertise in the travel industry, grant writing, and project management, she is committed to curating exceptional travel experiences that leave a lasting impact while promoting sustainability and inclusivity.

As a multifaceted professional with extensive experience in hospitality, grant writing, and project management, Lolita brings a unique perspective to the travel industry. Through her writing, she strives to empower travel businesses with valuable insights, resources, and opportunities, enabling them to navigate challenges, embrace innovation, and contribute to the industry’s recovery and growth.

On this episode of Destination on the Left, I talk with Lolita Jackman, who shares her passion for travel and where she looks for travel inspiration that enables her to help her clients with their dream vacations. We also do a deep dive into the topic of grant writing as Lolita walks us through the research initiation and planning phases of grant writing, shares some of her favorite tools, and warns of the pitfalls to watch out for when approaching grants.

What You Will Learn in this Episode: * Key elements to consider when building a successful grant application * How Lolita built Global Gypsy Travel and what sets her approach apart from other travel agencies * The importance of planning and strategic partnerships when applying for and managing a grant * Strategies that you can use to find, evaluate, and apply for federal, state, and private grants * Benefits of working with a grant writing coach, and how can they help improve the success rate of grant applications

Collaborating to Achieve Your Goals In this episode of Destination on the Left, Lolita shares her experiences and insights into the travel industry and grant writing, offering valuable tips and advice for those who are interested in pursuing either (or both!).

One of the key takeaways from this episode is the importance of collaboration. Lolita emphasizes the value of having partners in achieving your goals, whether in grant writing or consulting with clients. She also shares how her company Global Gypsy Travel allows for a wide range of options for clients.

Reach Out to Your Network Collaboration is essential when it comes to grant applications — Lolita stresses the importance of finding potential partners and building a network when seeking grants. Not only does this help demonstrate a wide range of support for your project, but it can also open up opportunities for further collaboration and growth beyond the initial grant.

Successfully Applying for a Grant Another valuable insight shared by Lolita is the importance of thorough planning and budgeting. She discusses how it can be tempting for applicants to assume that their chosen subject “should” be funded without properly explaining the issue and demonstrating why there is a need for it.

In order to build a successful case study and stand a chance at securing significant grants, proper planning and budgeting are essential. This includes identifying partners and creating a memorandum of understanding before submitting an application, and having a clear and thorough explanation of each item in the budget and how it will be used.

Resources: * Website: https://myglobalgypsy.com/ * Website: https://mygrantwritingcoach.com/ * LinkedIn: https://www.linkedin.com/company/globalgypsy/ * July Grant Coaching Cohort: https://www.eventbrite.com/e/grant-coaching-july-2023-cohort-tickets-641585237717
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Dana Le is a healthcare innovation expert and Founder at Wander Health. She was previously on the Founding Team and Head of Operations at KidsX, one of the worlds leading digital health ecosystems focused on accelerating pediatric innovation. She built, designed, and managed the programming for the nation’s most prominent healthcare entrepreneurial programs. Prior to this role, she strategized innovative payment models at ECG Management Consultants and cofounded a community ventures program at Dell Medical School.

Dana received her Master’s of Health Administration from Columbia University and Bachelor’s of Business Administration in Finance from The University of Texas at Austin. Dana was recently selected as a Forbes 30 Under 30 in Healthcare and a TEDx speaker.

On this episode of Destination on the Left, I talk with Dana Le about how she came up with the idea for Wander Health and why talking to your customers is the best strategy for remaining relevant. We also discuss the intersection of healthcare and travel and the importance of having access to the right medical care when traveling.

What You Will Learn in this Episode: * Dana shares more about the evolution of her company and how she took Wander Health from idea to solution * She steps us through how she did her research into what travelers need from a health care plan * The problem with relying on a telehealth appointment with a US primary care physician or a credit card concierge * The three services that Wander Health provides and how people access care when they’re abroad * How using Wander Health can enhance the experience for a travel agent or tour operators customers * Dana discusses what a greenfield market is and shares her experience of innovating in the travel tech space

Staying Healthy When Traveling In the latest episode of the #DOTL podcast, guest Dana Le sheds light on an issue that can be a huge concern for many travelers: the limitations of travel medical insurance. She shares her personal experiences, highlighting how she encountered this ongoing issue every time she went abroad.

One of the key insights Dana discovered was the alarming statistic that 40% of people fall ill or sustain injuries while traveling. Considering that approximately 81 million Americans traveled abroad last year, a staggering 33 million individuals face health challenges during their trips. This disruption is significant, regardless of whether people are traveling for business or leisure, as it dampens the overall experience.

How Wander Health Helps Dana shares the three essential solutions Wander Health offers to address the limitations of travel medical insurance. Their booking service enables travelers to schedule urgent care appointments while abroad. The upcoming chat feature connects users with local doctors via text or WhatsApp, providing guidance on healthcare issues and medication queries.
Wander Health also allows travelers to search for and purchase over-the-counter medication equivalents, even offering delivery services. These comprehensive offerings ensure real-time care and support for individuals navigating healthcare needs while traveling.

Innovating in the Travel Healthcare Space To foster innovation, it’s essential to listen to customers and understand their needs. Stagnation can be seen in industries like travel and healthcare, where customer experiences often fall short. However, companies that prioritize the customer and adapt to their needs, like certain airlines, can create exceptional experiences and build strong reputations. By actively seeking to improve and innovate, travel healthcare providers can make a significant impact on patients’ lives, even with small changes.

Resources: * Website: https://www.wander.health/ * LinkedIn: https://www.linkedin.com/company/wanderhealth/ * Facebook: https://www.facebook.com/wanderhealthco

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Passionate about custom travel and creating unique travel experiences for his clients, Tom Casey is a longtime expert on travel to Ireland and the British Isles and, more recently, has explored many regions of Scandinavia—including Norway, Iceland, and the Faroe Islands. Tom runs Old Sod Travel along with helping manage Scandinavian Travel.

On this episode of Destination on the Left, I talk with Tom Casey about the business strategies that have made his travel companies successful, including focusing on your niche, hiring and nurturing a good team, and building reliable partnerships overseas. We also discuss how his business weathered the challenges of the pandemic to make 2023 their best year yet.

What You Will Learn in this Episode: * Why Tom left the corporate world at age 50 to run his own business * How Tom’s companies have evolved over time and why finding the right niche was of huge importance to their core business strategy * Tom’s team’s commitment to creating exceptional travel experiences and how it really differentiates his company * What Tom is doing right now to make 2023 his strongest year yet, and the unique, authentic features of their brand * Some of the fabulous partnerships Tom has built with suppliers in Ireland, Scotland, and Scandinavia

Fine Tuning Your Niche One of the key strategies that has fueled the growth of Tom Casey’s business is finding and honing in on a specific niche. Tom emphasizes the importance of fine-tuning what you want to do and excelling at it. This approach has allowed his company to focus more on delivering exceptional client experiences.

Old Sod Travel and Scandinavian Travel prioritize providing high-quality vacations, and because of this, they often invest in sending employees to business meetings and conferences in Ireland, Scotland, and Scandinavia, enabling them to gain firsthand experience and build confidence in selling their offerings to potential travelers. The positive feedback in the form of five-star reviews further reinforces the company’s commitment to delivering outstanding vacations and fuels their passion to continue excelling in their niche.

A Committed Team Tom Casey’s business model includes a unique approach to his team, which has evolved over time. Initially, he hired stay-at-home mothers due to budget constraints, and one of them eventually became his business partner. They recruited friends with similar backgrounds, creating a social and enjoyable work environment. The workforce genuinely cares about clients and understands the travel style they sell, which aligns with their own experiences. This inherent understanding makes it easier for them to recommend luxury accommodations and convince clients that the extra expense is worth it for a truly satisfying experience.

Truly Customizable Tours The flexibility granted to employees, such as working a few hours in the morning to communicate and collaborate, allows for customization and personalized trip planning. Unlike other companies that claim customization but offer limited options, Tom’s team goes the extra mile, traveling with clients and making themselves available whenever needed. Their commitment to building relationships and providing comfort to nervous first-time travelers sets them apart from the competition.

Resources: * Website: https://www.oldsodtravel.com/ * Website: https://scandinaviantravel.com/

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Tristen Norman is the Head of Creative Insights, Americas at Getty Images. She operates as one-part visual anthropologist and two-parts data scientist working across disciplines to understand what motivates visual selection, identify trends within visual language, and using this data to help shape the development of Gettys creative content globally. Leveraging consumer research and social and cultural listening and pairing it with proprietary data, Tristen hones in on the valuable insights that feed the development of Getty Images’ own creative collections.

A passionate advocate for elevating marginalized voices within creative spaces, Tristen also plays a critical role in supporting and advancing initiatives and partnerships to champion diverse visual narratives at Getty Images and beyond.

Tristen’s experience stems from over nine years in creative design, market research, and brand strategy. Before joining Getty Images, Tristen was most recently a Senior Experience Strategist at Wunderman, where she was responsible for developing creative, data-driven omnichannel creative brand strategies for clients across various industries. Tristen earned her Bachelor of Business Administration in Marketing from Temple.

On this episode of Destination on the Left, I talk with Tristen Norman about how the era of ‘no normal’ has impacted content creators and what destination marketers can do to ensure they’re telling multilayered stories. We also discuss the importance of interrogating our content choices to improve our marketing and stresses that it is the little choices that make the most significant impact.

What You Will Learn in this Episode: * Why wellness is an ongoing content trend and how we can make it a universal experience * How to create multilayered stories to share with prospective visitors * The importance of remaining authentic as a brand * What kind of imagery consumers are looking to engage with * How to take a deep dive into your content and identify the gaps * How Getty Images’ Visual GPS tool can help you diversify your content library

Why Authenticity is Key In today’s travel marketing landscape, authenticity has become paramount, and it’s essential for brands to share authentic images and narratives. Tristen explores the challenge of maintaining authenticity while telling layered stories and emphasizes the importance of investing time, resources, and energy in the process of authenticity.

Through image testing and surveys, Tristen’s team discovered that consumers respond most to images that represent slices of real life. These visuals should reflect diversity, different cultures, communities, and lived experiences.

Take a Step by Step Approach to Curating Your Content DMOs and brands need to analyze their existing content and identify how they can best fill any gaps, such as concentrating on little-known attractions of their destination. Incremental changes can lead to a profound shift in the audience’s relationship with a destination. Rather than attempting to solve all the world’s problems at once, brands should take a step-by-step approach, assessing what’s available, what can be swapped in, and what resources might be needed. Starting with small, manageable changes is the key to building an authentic brand narrative that resonates with audiences.

Tools for Content Creators When it comes to tools and resources for content creators and marketers in the travel industry, Tristen mentions several options available through Getty Images. She also shares how to stay updated with industry insights, trends, and conversations via their Visual GPS Insights tool, which provides data and insights on global visual content trends, helping marketers make informed choices.

Resources: * Website: https://www.gettyimages.com/ * LinkedIn Personal: https://www.linkedin.com/in/tristennorman/ * LinkedIn Business: https://www.linkedin.com/company/getty-images/

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Wes Rhea is the CEO of Visit Stockton and has led destination marketing in Stockton, California, since 2005. A strong advocate of small destination marketing organizations, Wes is a past President of the Destination Marketing Association of the West. He has also served on the board of the California Travel Association, the Destination Marketing Association of the West Education and Research Foundation, and the Central Valley Tourism Association. Wes currently serves on US Travels Destinations Council, the Advocacy and Professional Development Committees at Destination International, and is the Rural Committee Chair at Visit California. Wes is best known for being an early adopter of new tourism tech and a big fan of data.

A Stockton native, Wes is committed to giving back to his community and currently serves on the board of the Stockton Maritime Museum, the Greater Stockton Chamber of Commerce, and the Airport Advisory Commission. Wes is married to Kristi, has two sons, and served ten years in the US Army.

On this episode of Destination on the Left, Wes Rhea shares his leadership philosophy and how it has empowered his team to adapt and thrive in any situation. We delve into the advantages of embracing technology and how incorporating video and graphic design services in-house has revolutionized their operations. Wes also provides insights on managing a destination with a negative perception, both internally and externally. He discusses the creative strategies his team employs to shift this perception, including leveraging Stockton’s status as the most diverse city in the nation.

What You Will Learn in this Episode: * How the ten years that Wes served in the US Army has served him in leading his team * How embracing new technology and bringing video and graphic design services in-house transformed operations at Visit Stockton * Why the Visit Stockton funding model contributes to how they attract visitors to the city, and why they focus on more than just heads in beds * How Wes and his team work to overcome the challenge of a negative perception and becomes a cheerleader for the city * Stockton Flavorfest is an excellent example of effective collaboration between cities and tourism entities, allowing them to showcase the vibrancy of a community.

How Being a Veteran Has Helped Wes as a Leader Wes believes that his experience in the Army has dramatically influenced his leadership style and ability to lead his team effectively. He highlights two key aspects that he attributes to his military background: team development and the ability to work under pressure and adapt. This mindset has translated into his approach as a CEO, where he values and appreciates every individual’s contribution to the team.

Stockton Flavorfest Inspired by Stockton’s distinction as the most diverse city in the nation, Stockton Flavorfest was designed to celebrate the community’s diversity through food, arts, and cultural activities. The festival prioritized curated vendors, sustainable practices, and a cohesive visual identity. With the seed funding,

Visit Stockton was able to realize their vision, providing engaging entertainment such as Ballet Folklorico and Tahitian dancers, cooking demos, and free arts and crafts for children. The inaugural two-day event in 2022 surpassed expectations, attracting 12,000 attendees and earning Visit Stockton the prestigious Best New Festival award from the International Festival and Events Association.

Overcoming Negative Image Visit Stockton faces the ongoing challenge of combating the negative perception surrounding the city. Despite being the 11th largest city in California, Stockton is plagued by higher violent crime rates, leading to discouraging comments from residents. However, the team at Visit Stockton remains determined to change the narrative.

They organize fun projects and initiatives, such as a campaign highlighting Stockton as the birthplace of the Fantastic Four. Although these efforts may not directly change people’s opinions or attract tourists, they create a sense of pride among residents and offer a feel-good factor for the team. Despite the daily battle against negativity, Visit Stockton embraces a proactive approach, thinking outside the box and working as cheerleaders for the city, showcasing its hidden gems and fostering positive experiences for visitors and locals alike.

Resources: * Website: https://www.visitstockton.org/ * LinkedIn Personal: https://www.linkedin.com/in/wesrhea/ * LinkedIn Business: https://www.linkedin.com/company/visit-stockton/ * Twitter: https://twitter.com/Stockton_CA * Stockton Flavor Fest

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On this episode of Destination on the Left, I talk with Claire Koenig about her role as Co-Chair of the Destinations International PR and Communications Committee. We discuss in detail the creation of the Public Relations Measurement Guidelines Handbook. Claire also shares the upcoming priorities of the Committee, including an update to the Crisis Handbook, work on reputational issues facing destinations, and how the Committee plans to help raise the comms profession up for destinations worldwide.

What You Will Learn in this Episode: * Why the Destinations International PR and Communications Working Group was formed * Claire’s part in creating the Public Relations Measurement Guidelines Handbook * Why destinations should adopt the standards to refine and modernize their marketing processes * Outdated metrics and what we should be looking at these days to evaluate our PR efficacy * How the Barcelona Principles work to help destinations score their efforts * Next priorities for the Destinations International PR and Communications Committee

Understanding Metrics In this episode of Destination on the Left, our guest Claire Koenig sheds light on PR for destinations and the need to move away from traditional metrics like Add Equivalency Value (AVE) and impressions. AVE measures the cost of buying an ad equivalent to the earned media coverage, but it fails to capture the true value and impact of earned media.

We discuss why the value of being featured in prestigious publications like The New York Times or National Geographic Travel and Leisure goes beyond a monetary value, as it validates a destination and can have far-reaching benefits, such as attracting conventions and visitors.

Tailoring Measurement Practices Claire also dives into the Barcelona Principles and how they offer a scoring system that allows destinations to tailor their measurement practices while creating uniformity across the industry. The Barcelona Principles encourage destinations to evaluate their earned media efforts using a scoring system. This involves breaking down the evaluation into different buckets and assessing factors such as the targeted markets reached, key messages conveyed the nature of the media placement, and the prominence of the destination within the coverage.

By calculating scores for these various elements, destinations can derive an overall vertical score demonstrating how their reputation is elevated through earned media generated by their tourism bureau. While measuring the impact of earned media on reputation is challenging due to its wide-ranging effects, the scoring system provides tangible numbers and enhances transparency in the PR and media relations process.

One significant benefit of adopting a scoring system, such as the one outlined in the Destination International Public Relations Measurement Guidelines Handbook. is that it allows PR professionals and DMOs to illustrate the value they bring.

Current Projects for the Destinations International PR and Communications Committee Claire also highlights the importance of standardizing job descriptions and advocating for salary transparency in the field of travel and hospitality PR. By organizing job descriptions based on the budget size and creating standardized templates, managers and directors can effectively hire the right talent for their teams.

Resources: * Website: https://destinationsinternational.org/ * LinkedIn: https://www.linkedin.com/company/destintl/ * Facebook: https://www.facebook.com/destintl * Youtube: https://www.youtube.com/c/DestIntl

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On this episode of Destination on the Left, I talk with two amazing guests, Mayor Carlos Duffey of Jackson, Georgia, and Ike English of the Dauset Trails Nature Center, both of whom played a pivotal role in the Creeks Trail System and Butts County’s recent recognition with the Trailblazers Award from the Georgia CVB Association. We focus on their collaborative efforts, its positive impact on the city of Jackson, and the significance of having the right individuals involved in creating such transformative projects.

What You Will Learn in this Episode: * Mayor Carlos Duffey shares why he was persuaded to run for public office * How Ike’s interest in nature and building trails led to his current project * When they first spotted the trend for people using outdoor trails and the collaboration across a variety of sectors * How they use the trails to connect residents and visitors and bring them into the city to use local businesses * Roadblocks Mayor Carlos and Ike had to work around in finding the right partners and bringing the trail project to completion

Connecting the Trail and the City Mayor Carlos describes how he envisioned connecting every part of Jackson back to the town square to bring visitors and residents alike to sample the town’s restaurants, cafes, and boutiques. He shares how they can benefit from the economic impact of the trail and why the city is working with local transportation services to add new roundabouts and bike lanes that will provide safe access to the Trailhead.

2022 Trailblazer Award Ike shares more about some of the roadblocks they hit and challenges they encountered when they first started building the trails, including convincing local landowners and residents who were less than enthusiastic about the project.

The pair share more details about their four trailheads, what kind of people are using the trails, and why their unique project won the 2022 Trailblazer Award. Mayor Carlos and Ike also dive into how they track numbers of trail users and why it’s essential for them to understand how they are being used so they can make plans for how to expand the network.

The Outdoor Capital of Georgia Jackson is considered the outdoor capital of Georgia, thanks to its two state parks and the Dauset Trail. The city takes great pride in this title and wants to make the most of it by encouraging people to walk or bike rather than drive.

My guests share why the trails have been vital in promoting this vision, and the city is excited to see the enthusiasm around it. The younger generation is a particular focus, and the city hopes to introduce more children to the trails to develop their love for nature. The Dauset Trail already does an excellent job of engaging students, but the city wants to expand the outreach and make it a part of its future.

Resources: * Website: https://www.dausettrails.com/ * Facebook: https://www.facebook.com/profile.php?id=100064581018358 * Twitter: https://twitter.com/dausettrails * Instagram: https://www.instagram.com/explore/locations/11729253/dauset-trails-nature-center/ * Youtube: https://www.youtube.com/user/DausetTrails/feed * Georgia Trend Magazine

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Bonnie Hayes is the Director for Tourism Development for the City of Thomasville, a position she has held for seven years and thoroughly enjoys. Before working for the City, Bonnie was teaching Video Broadcast in the Thomasville School System as well as being the on-air host of Thomasville Today, a local event-focused TV program. Many people recognize her from the TV program or remember her holding puppies and other animals in her pet store, Pet Stop, which she opened when she arrived in Thomasville. A graduate of Florida State University, Bonnie is originally from the Florida panhandle but has called Thomasville home for over 25 years. When she has time, she works in her yard, takes care of her many pets, or travels with her husband and college-age twins.

Debra Smith is a retired teacher who taught in the Thomasville School System for 30 years. She retired at age 51, and after growing bored sitting at home, she knew she needed to do something. Debra decided to investigate food tours, and she went to Food Tour Pros in Chicago to learn how to do food tours. Her first tour was on March 24, 2013. As of today, Debra has hosted 1469 tours and 11800+ guests. Her company was named Small Business of the Year in 2018 and GA CVCB Travel Trail Blazers in 2022. Debra gives credit to her wonderful guides, who she couldn’t do this business without, and she notes that she has the best team!

On this episode of Destination on the Left, I talk with Bonnie Hayes and Debra Smith about the power of collaboration between a tourism office and a local tour operator. We discuss the partnership between their two organizations, how they support each other, and how this collaboration led to an elevated visitor experience.

What You Will Learn in this Episode: * How the partnership between Taste of Thomasville and the Visitors Centre has evolved * The process of shaping the food tour into an authentic tourist experience * Why Bonnie nominated Debra for the Trailblazer Award * Debra’s lessons learned from ten years in the travel and tourism business * The importance of being visible and asking questions * How Debra built her partnerships with local restaurants and why personal connection was so important in building those relationships * Upcoming events and festivals happening in Thomasville

The Value of Personal Connection In the world of tourism, personal connections, collaborations, and partnerships are key to success. This is especially true for the tour industry, where visitors are looking for a unique and memorable experience. Debra, who has been running her Taste of Thomasville tour for ten years, understands this better than anyone. Bonnie Hayes, Director for Tourism Development for the City of Thomasville, also shares more about how her organization created a collaboration with Debra and how their partnership has evolved over the years.

An Innovative Tourism Experience Debra and Bonnie have continued to shape the restaurant tour into a tourism product that appeals to a range of visitors. This meant creating not only a daytime tour on weekends but also an evening tour where guests could have drinks in a range of fun establishments. But their creativity didn’t stop there. When large groups come into town for events like the Victorian Christmas festival, Debra also curates specific experiences to entertain visitors during the day.

For her outstanding contributions to the tourism industry, Debra won the Trailblazer Award, which celebrates individuals who have significantly impacted the travel industry and helped shape how we experience new places. Debra’s dedication and creativity have undoubtedly earned her this recognition.

The Future for Taste of Thomasville As the popularity of the food tour in Thomasville continues to grow, there are always new ideas and possibilities for expanding the experience. One such idea that has been on the mind of Debra and Bonnie is to incorporate more of the town’s art district, also known as the “bottom,” into the tour. This area has some great restaurants currently not included in the tour’s walking path, so the hope is to eventually create a third tour called “Breakfast on the Bottom,” which would showcase these establishments.

In addition to expanding the tour for adults, there are plans to continue offering tours geared toward children and high school students. The children’s tour has become particularly popular, with many elementary and middle schools taking field trips to participate. Meanwhile, the culinary tour for high school students allows them to learn from the owners and managers of local restaurants and get a behind-the-scenes look at the culinary industry.

Resources: * Website: https://thomasvillega.com/ * Facebook: https://www.facebook.com/visitthomasville * Instagram: https://www.instagram.com/thomasvillega/ * Georgia Trend Magazine

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Josiah Brown’s mission in life is to “Inspire people forward.” After traveling 750,000+ miles promoting New York State as a travel destination and the industry that supports it, the New York Sherpa has a few stories to tell…

On this episode of Destination on the Left, I talk with Josiah Brown about the trends and challenges facing the tourism industry in a post-COVID visitor economy. Josiah shares his philosophy on effective destination marketing, building quality of place, and the importance of the visitor economy in economic development. We also highlight the importance of metrics, staying relevant in the digital space, and tourism’s value as a catalyst for economic growth.

What You Will Learn in this Episode: * Why rural communities often view tourism as a threat and lack understanding of its positive impact * Metrics you can use to measure your in-person engagement * How tourism can contribute to economic development and help to address workforce challenges and sustainability * The challenges faced by one or two-person departments in managing the future of the visitor economy * How to communicate effectively with rural communities to help them understand the workforce challenges of the future and how the visitor economy could help * The seven-pillar model of effective destination marketing and the importance of building quality of place

How Current Events Impact the Visitor Economy On the podcast with Josiah, we explore the state of the visitor economy and how it has been affected by recent events. We discuss the challenges faced by rural communities who struggle with viewing tourism as an asset, the need for strategic communication around the visitor economy, and how the industry may fare in the coming years.

One key challenge highlighted is the negative perception some rural communities have of tourism. Many residents view visitors as a threat to their way of life and don’t understand the benefits that tourism can bring, such as fresh capital, investment, jobs, and increased quality of place. Josiah also discusses the importance of educating locals on the positive effects of tourism and demonstrating how visitors can help the community in many ways.

Strategic Communication Another key theme is the need for strategic communication around the visitor economy. Josiah notes that so many people, particularly in rural communities, do not understand the workforce challenges of the future, the sustainability of their communities, or the success of a post-agricultural or post-industrial community, all of which rely on the visitor economy.

Josiah advocates for the seven pillars of destination management to promote the importance of tourism in economic development, which include strategies such as branding, marketing, sales, education, and a community calendar.

The Potential of Tourism Finally, we explore the potential of the tourism industry in the coming years. While many industries may suffer from a recession, Josiah predicts that the tourism industry may not fare as badly because people are eager to travel again. He notes that there has been a wave of pent-up consumerism in the industry, with people valuing travel experiences more than before — which is why it’s so important to stay in the marketplace and bolster your brand’s visibility to ensure success in a post-COVID visitor economy.

Resources: * Website: http://www.newyorksbestexperiences.com/ * LinkedIn: https://www.linkedin.com/in/josiah-brown-8a459711/ * The New York Sherpa Show: https://www.youtube.com/channel/UCyYnvAmnIsxqRwuxPj9ngHg

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A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful.

On this episode of Destination on the Left, I talk with Susan Baier, my research partner in our latest research study on my favorite subject of collaboration. We share the insights uncovered about how to operationalize collaboration and why we were keen to understand all the ways that tourism, hospitality businesses, and DMOs are creating successful partnerships.

What You Will Learn in this Episode: * The three different types of collaborators that were identified in the study * Why the study focused on understanding how organizations are operationalizing collaboration and integrating it into their daily and strategic business practices * The importance of collaboration as a business strategy * Key attitudes towards collaboration uncovered in the survey * Factors that contribute to a collaborative mindset, such as communication, open-mindedness, and active listening * How collaboration can support diversity, equity, and inclusion efforts in organizations

Collaboration as a Strategy Destination marketers understand the importance of collaboration as a strategy to achieve their goals. In our recent survey on attitudes towards building collaboration into internal systems, three distinct segments emerged.

The first group, prudent planners, believe in a formalized collaboration process that includes clearly defined goals, financial objectives, and communication channels. They emphasize the need for a contingency plan to address unforeseen circumstances and advocate for a designated person to manage collaborations. For prudent planners, collaboration is a process-oriented activity that requires a well-structured framework.

The second group of destination marketers is called enterprisers, and they are characterized by their love for collaboration. They are open-minded about the collaboration process and believe in allowing adjustments to happen organically. Enterprisers view collaborations as a competitive advantage and do not limit themselves to collaborating within the travel and tourism industry only but also with organizations outside the industry.

The third group, the selective spectators, are less proactive when it comes to collaborations. They only collaborate with organizations they have some connection with, and they take a reactive approach, waiting for others to offer collaboration opportunities. Selective spectators are less confident about their collaboration process and do not see the need for collaborators to share the same values.

Understanding these distinct segments is crucial for destination marketers to tailor their collaboration strategies for the best results.

Traits of a Collaborative Mindset The survey found that most respondents plan to increase the number of collaborations they’re involved in. The study identified communication, open-mindedness, flexibility, active listening, and being a team player as factors that contribute to a collaborative mindset. Our study encourages destination marketers to think more intentionally about collaboration and identify the pieces of their process they follow when collaborating.

Resources: * Website: https://audienceaudit.com/ * LinkedIn Personal: https://www.linkedin.com/in/susanbaieraz/ * LinkedIn Business: https://www.linkedin.com/company/audience-audit-inc./ * Facebook: https://www.facebook.com/AudienceAudit/ * Twitter: https://twitter.com/susanbaier

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Travel writer and historian Rick Antonson has traveled on trains through twenty-eight American states, across nine Canadian provinces, and in more than thirty-five countries. He is co-author of a book of railway stories, Whistle Posts West: Railway Tales From British Columbia, Alberta, and Yukon.

He and his two sons, Brent and Sean, circumnavigated the Northern Hemisphere by train over the course of five trips, traveling through countries as varied as Belarus, Mongolia, and North Korea. Rick and his wife, Janice, became engaged on a train in Alabama en route to New Orleans. Rick is the former president and CEO of Tourism Vancouver (now Destination Vancouver). He served as chair of the board for Destinations International, based in Bangkok, Thailand. He was vice president of Rocky Mountaineer during its start-up years in the early 1990s. Train Beyond the Mountains is his fifth travel narrative.

On this episode of Destination on the Left, Rick Antonson shares why he wrote his latest book, Train Beyond the Mountains, and the fresh perspective traveling with his 10-year-old grandson gave him. We also talk about intergenerational or legacy travel and why this market segment may be an overlooked opportunity for destination marketing organizations.

What You Will Learn in this Episode: * Rick shares more about why he wrote his latest book, Train Beyond the Mountains, and why it’s his personal favorite * What cathedral thinking is, and what it means in the context of the travel industry * What we can learn from taking a moment to travel with family and learn from its younger members * Why having a travel companion so different from himself brought out stories Rick never would have found alone * How to market opportunities for multigenerational and legacy travel

A Fresh Perspective Rick Antonson shares the story behind his new book, Train Beyond the Mountains, which documents his two-week trip with his grandson in the Canadian Rockies. The pair traveled on the Rocky Mountaineer train, and Rick shares why being on the train with his grandson sparked a lot of reflection. He realized that traveling with a child allows you to see the world through a different lens.

The Joy of Travel Rick talks about the importance of travel writing in motivating and inspiring people to actually go and visit destinations. He shares some experiences from his travels, including a touching moment with his grandson on a train journey and a missed opportunity to learn the story of a fellow traveler.

He reflects on the Buddhist idea that we often assume we have more time than we do, and how COVID-19 has taught us never to take travel for granted. As a destination marketer, he encourages inviting people to experience new places and meet people who are different from themselves.

Legacy Travel On the show, Rick also talks about the market opportunity of legacy travel. As each generation ages, there is a ticking legacy clock in the back of their mind, and leaving memories behind for their family becomes important. We dive into how destinations can better identify and market to legacy travelers, accommodate their needs, and ensure that activities are enjoyable and informative for all ages.

Resources: * Website: https://www.rickantonson.com/ * LinkedIn: https://www.linkedin.com/in/rickantonson/ * Facebook: https://www.facebook.com/rickantonsonauthor * Rick’s New Book: https://www.rickantonson.com/train-beyond-the-mountains * Rick’s Travel Books: https://www.rickantonson.com/books

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Passionate about the interconnection between food, agriculture, tourism, arts, and culture, Rebecca has been instrumental in developing tourism products, including Prince Edward County’s award-winning Taste Trail & Arts Trail and the Culinary Tourism Alliance’s Feast On® certification program.

In her role at the Culinary Tourism Alliance (CTA), Rebecca manages highly participatory and asset-based community development projects at the local, regional, provincial, and national levels. She oversees programming, partnership development and develops comprehensive marketing partnerships to increase awareness of Canada’s food tourism experiences.

Rebecca contributes her expertise to a variety of industry boards, including the Tourism Industry Association of Ontario (TIAO) and the United Nations World Tourism Organization’s (UNWTO) Sustainable Development Goals Working Group. She has written the curriculum for Centennial Colleges Food Tourism Post Graduate Program, contributed chapters to the 2nd UNWTO Global Report on Gastronomic Tourism, and produced a chapter on Transforming the Terroir into a Tourist Destination to the Routledge Handbook of Gastronomic Tourism (release date of fall 2019). Rebecca completed a Master of Arts in Global Leadership at Royal Roads University in 2021 with a specific interest in sustainable tourism. She is a part-time professor at George Brown College in their Food Tourism Entrepreneurship program.

Born and raised in Toronto, Rebecca spent her summers in rural Prince Edward County. In her grade 12 year, she sailed with West Island Colleges Class Afloat on a 156-foot-tall ship to 20 countries in Europe and Africa – an experience that rooted her passion for travel, adventure, and taste of place! Rebecca continues to split her time between Toronto (week) and Prince Edward County (weekends), sharing her adventures with her husband, two teenage sons, and silver labrador Blueberry.

On this episode of Destination on the Left, I talk with Rebecca Mackenzie, the President and CEO of Culinary Tourism Alliance. In this enlightening conversation, Rebecca provides insightful definitions for culinary tourism and agri-tourism and shares her expertise on building partnerships and programs that are sustainable and beneficial for all involved.

What You Will Learn in this Episode: * How destinations can leverage culinary and agritourism to stand out by defining their unique selling proposition and sharing their stories * Why successful culinary and agri-tourism programs are grassroots-driven, and DMOs should understand and own their particular taste of place to collaborate and showcase it to visitors * What culinary tourism is and how it reflects the history, heritage, and culture of a place * How marketing organizations can create a curated culinary tourism experience * How the Maple in the County event encouraged collaboration, bringing together five maple syrup producers under one brand and encouraging local businesses to create maple-themed products and experiences * Rebecca shares her insights and best practices for initiating and developing partnerships

The World of Culinary Tourism In this episode, Rebecca Mackenzie, the President and CEO of Culinary Tourism Alliance, dives deep into the world of culinary and agri-tourism. Mackenzie shares her insights on how destinations can truly stand out by defining their unique selling proposition and sharing the stories of the people who grow, raise and craft their tastes of place. As Mackenzie explains, the reality is that no two ingredients are quite the same, and the way they are processed or celebrated reflects the culture of that place.

Successful culinary and agri-tourism programs are grassroots-driven, and business operators must fully understand and own their unique taste of place to collaborate and showcase it to visitors. By executing excellent multi-sensory experiences, destinations can leave lifelong impressions with visitors, ultimately keeping them competitive in a rapidly growing industry. So tune in to learn more about how to make your culinary and agri-tourism program outstanding in your field.

History, Heritage, and Culture Rebecca explains that culinary tourism includes any travel experience where a person can learn about and consume food and drink that reflects a place’s history, heritage, and culture. While agritourism is primarily focused on the production side of food and beverage, culinary tourism goes a step further by providing visitors with an opportunity to taste the products grown and raised in the area.

This immersive experience allows visitors to understand the nuances of grape growing, production processes, and the people involved in the destination. From visiting farmers’ markets and specialty food retailers to attending cooking schools and festivals, there are numerous ways to experience the taste of the place.

Maple in the County We also discuss the development of the Maple in the County event over 20 years ago in Prince Edward County, Canada. The event brought together five maple syrup producers under one brand, encouraging local businesses to create maple-themed products and experiences. The first year saw almost 100 businesses participate, leading to increased tourism and visitors spending longer in the area.

Resources: * Website: https://www.culinarytourismalliance.com/ * LinkedIn Personal: https://www.linkedin.com/in/rebeccaleheup/ * LinkedIn Business: https://www.linkedin.com/company/culinary-tourism-alliance/ * Twitter: https://twitter.com/OntarioCulinary * Taste of Place Summit: https://www.culinarytourismalliance.com/events-2/taste-of-place-summit * Great Taste of Canada: https://www.culinarytourismalliance.com/great-taste-of-canada

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Break the Ice Media team members Rhonda Cardenas and Brittany Lynn attended the Georgia CVB annual conference and discovered a wealth of inspirational stories and ideas that the state has to offer. With a positive momentum coming off of a strong 2022, there is a lot of optimism for a bright future in Georgia tourism.

The state’s beautiful outdoors continues to attract visitors, with state parks seeing large numbers of visitors and new apps featuring outdoor experiences like canoe and kayak trails. The conference attendees described the event as exciting, innovative, collaborative, and like a family, making it clear that Georgia’s tourism industry is evolving and staying relevant in a changing world.

In this episode, you’ll hear from seven Georgia tourism leaders:

Joe Marinelli – President, Visit Savannah
Kat Hoyt – Visitor Center President, Discover Darien
Sam McDuffie – Director of Tourism for Discover Dahlonega
Sandy White – President & CEO Alliance for Dade, Chamber of Commerce & Welcome Center
Stephanie Stuckey – CEO of Stuckey’s Corporation
Steven Schumacher – President, Cartersville Bartow CVB
Tyler Bryant – President & CEO, Visit Hawkinsville

Collaboration and Learning

The Annual Conference organized by GACVB offers an excellent chance for professionals in the tourism industry to upgrade their knowledge of destination marketing and management. At this conference, industry suppliers, travel and hospitality affiliates, and tourism professionals come together to discuss successes and explore solutions related to the travel and tourism industry. It is a fun and informative event that offers ample opportunities for collaboration and learning with like-minded professionals across the state.

Joe Marinelli – President, Visit Savannah

Joe shares one of the many successful partnerships that his organization has fostered in Savannah. He explains how they work closely with the leadership of the Savannah/Hilton Head International Airport and formed an Air Service Task Force made up of representatives from the airport, Visit Savannah, and Hilton Head to attract new air service to the region. By working together, they have brought in new airlines and expanded the number of destinations the airport serves.

Kat Hoyt – Visitor Center President, Discover Darien

Kat shares why it’s about more than just visiting attractions, but getting outside and enjoying Georgia’s beautiful natural spaces. Whether it’s hiking through the mountains or paddling down a river, visitors are increasingly interested in connecting with nature and exploring the outdoors.

Kat also describes the potential she sees in the use of technology to enhance the visitor experience. For example, the riverkeepers are developing apps that offer information about canoe and kayak trails in the state. This kind of technology can help visitors plan their trips more effectively and make the most of the available destinations.

Sam McDuffie – Director of Tourism for Discover Dahlonega

Sam shares his successful collaboration and partnership experience in using Over-the-Top (OTT) Television for their destination’s tourism promotions. He emphasizes the importance of adapting to new technologies to cater to the ever-changing preferences of their target audience. With more people now using streaming devices for their TV viewing, his DMO has been trying to reach its target market by promoting its commercials and brand in streaming services through OTT TV.

Sandy White – President & CEO Alliance for Dade, Chamber of Commerce & Welcome Center

Sandy shares her excitement for tourism in Georgia in 2023 and notes that the trend of outdoor activities continues to gain momentum, with state parks seeing large numbers of visitors. She believes people are rediscovering the joys of road trips and staying close to home due to lingering concerns about air travel. As a result, small communities and outdoor destinations in Georgia are poised to benefit greatly. She also observes that the market is shifting towards more family-oriented weekend trips that involve outdoor activities.

Stephanie Stuckey – CEO of Stuckey’s Corporation

Stephanie believes their brand is all about the freedom and independence of exploring America, which is at the core of tourism. Stuckey is excited to see a revival of the road trip in the country, as people are enjoying the joy of getting in their cars and exploring. In terms of changes in the market, Stuckey has noticed an increasing interest in small-town America. The sense of belonging and connection to a place is becoming more important to travelers, which makes Stephanie optimistic about the future of tourism in America.

Steven Schumacher – President, Cartersville Bartow CVB

According to Steven Schumacher, one trend that’s new to the market and booming right now is the popularity of platforms like Airbnb for renting homes and cabins. In the past, hotels were always the main focus for CVBs to earn occupancy taxes. However, in recent years, with Airbnb’s contributions to CVB funding, it has expanded their reach to those who may not want a traditional hotel stay. By partnering with both hotels and home-sharing platforms, CVBs can attract a broader range of travelers. Steven believes this trend enhances their ability to appeal to people who are interested in experiencing destinations in a more home-like setting rather than a traditional hotel.

Tyler Bryant – President & CEO, Visit Hawkinsville

According to Tyler, the word that best describes the GACVB annual conference is “collaboration.” This conference is all about sharing and learning new ideas from each other and working together towards success. The attendees collaborate with one another to grow and prosper in the industry. He shares why the conference offers a great opportunity for professionals to network, exchange knowledge, and find ways to work together toward a common goal.

Forward Momentum for Georgia Destinations

Our attendance at the Georgia CVBS conference has revealed some exciting insights into the state’s tourism industry. Georgia is experiencing positive momentum after a successful 2022 with a promising outlook for 2023. Visitors are drawn to the state’s natural beauty, with outdoor experiences remaining a top priority for many. Furthermore, the revival of road trips and interest in small-town America is playing into Georgia’s strengths, making it a compelling destination for visitors. The state’s tourism industry is continuously evolving to remain relevant in a changing world, and we’re excited to see what the future holds for Georgia.

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Episode 323: Michael Hensley was born and raised just outside of Detroit in Warren, Michigan. He studied at Saginaw Valley State University for four years and graduated with a Bachelor of Arts in 2017. After graduating, he stayed in the Great Lakes Bay Region to promote the region to tourists. He now serves as the Travel Marketing Manager, where he passionately works to show people why the Great Lakes Bay Region is such a special place to visit. This is done by creating programs to increase tourism traffic and strategically identify market segments.

Michael has been described as “enthusiastic and dedicated about his work” by friends and colleagues. Loyal to his newfound community, Michael makes sure every visitor feels right at home in the Great Lakes Bay Region.

On this episode of Destination on the Left, I talk with Michael Hensley about his successful podcast, Go Great Lakes Bay, and how he’s using it to promote the region as a destination. We also discuss the challenges of launching a podcast and the benefits it can bring, such as expanding relationships with stakeholders and providing another valuable tool to support them.

What You Will Learn in this Episode: * Michael’s story and how he got into tourism * The Great Lakes Bay podcast and the stories behind the show * We dive into what makes a podcast successful * Why the fear of failure often holds people back and how Michael moved through it * Successful examples of collaboration, including their partnership with the Saginaw Spirit hockey team * Perspective on the evolution of destination marketing organizations

Sharing Local Stories Michael Hensley shares his passion for communicating the stories of the people and places that make the Great Lakes Bay Region a great place to live, work, worship, play, and learn. In the Great Lakes Bay podcast, Michael and his team feature the people who own and operate local businesses, sharing the stories behind the places visitors love to frequent.

From Grandpa Tiny’s Farm in Frankenmuth to other local businesses, Michael brings to light the people behind the places that make the region special. By sharing these stories, Michael hopes to inspire listeners to view the destination through the same lens he did and fall in love with it too.

Podcasting as a Marketing Tool Michael reveals that the idea for the podcast was not originally his but something that his predecessor started. However, after stumbling upon the file and listening to a few episodes, he saw the potential in continuing the podcast. The first year was rough, but after receiving advice from other professionals in the industry, he realized the importance of consistency and decided to aim for a weekly release.

The partnership with a radio station in Detroit helped alleviate the stress of producing and distributing the podcast, allowing him to focus on recording interviews. Although he had never interviewed anyone before, he overcame his fear and developed a skill for it. Despite the commitment, he enjoys producing the podcast and views it as a priority each week.

Moving Forward Step by Step Fear is a common emotion that can hold us back from pursuing our goals and aspirations. Michael’s experience with starting the show is an excellent example of overcoming our fears and pushing through to achieve our desired outcome. He admits to having fears about not being a good interviewer or the show not working out. However, he didn’t let those fears stop him and took a leap of faith.

Michael’s willingness to take risks, try new things, and persist through challenges is an inspiration. For anyone who is struggling to overcome their fears, his advice is to start by identifying what’s holding you back and then take small steps to move forward.

Resources: * Website: https://www.gogreat.com/ * LinkedIn: https://www.linkedin.com/in/michael-hensley-7a3659b8/ * Facebook: https://www.facebook.com/gogreatlakesbay/ * Twitter: https://twitter.com/gogreatlakesbay/ * Podcast: https://thegreatvoice.com/Shows/go-great-lakes-bay-podcast

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Jennifer J Fondrevay is the founder of Day1 Ready™, a consultancy that advises forward-thinking business leaders, owners, and C-Suite executives on how to prepare for the human capital challenges of M&A. As a Fortune 500 C-Suite “survivor” of three multibillion-dollar acquisitions, Jennifer has been on all sides of the deal equation. She saw countless growth strategies fail due to a workforce that couldn’t pivot and adapt as quickly as leadership anticipated.

When her Harvard Business Review (HBR) article “After a Merger, Don’t Let “Us vs. Them” Thinking Ruin the Company” went viral, Jennifer recognized the power and interest in a human-centric approach to business transformation, where employees are at the heart of the change. She shares her expertise as a contributor to Forbes, Harvard Business Review, Thrive Global, American Marketing Association, Middle Market Growth; and as a frequent podcast guest and keynote speaker for HR conferences, associations, and Fortune 500 companies.

On this episode of Destination on the Left, I talk with Jennifer J Fondrevay about navigating uncertainty and embracing transformation. In our conversation, Jennifer shares best practices for entering into a partnership and explores the similarities between M&A and collaboration and how the principles and processes of both can be applied to achieve success in any transformational journey.

What You Will Learn in this Episode: * What happens when you bring two cultures together after a merger, and how to avoid some of the typical challenges * Why it’s critical to be intentional about your values when planning a partnership * The importance of getting past your ego when making key decisions * Why you have to ensure that customer experience is your North Star to maximize a collaboration’s success * Jennifer shares her wisdom for leaders and teams looking to navigate the complexities of mergers and acquisitions

Helping Partnerships Thrive Jennifer shares valuable insights for leaders and their teams considering a merger or acquisition, emphasizing the importance of respect for the other company. Drawing on the analogy of a successful marriage, Jennifer highlights that partnerships thrive on both sides bringing out the best in each other and recognizing the value each brings to the partnership.

She stresses the need for humility and respect when entering into a partnership and cautions against letting ego drive decision-making, which can lead to unsuccessful deals. Jennifer’s advice is a must-listen for anyone looking to enter into a successful partnership.

Finding Your North Star On the podcast, we discuss the importance of being intentional and self-aware of your value when entering into a merger or acquisition. She emphasizes the need to keep the customer at the forefront of any decision-making process, using the example of a successful acquisition where a junior product manager reminded the team to focus on the customer’s needs rather than their own egos.

Jennifer highlights that keeping the customer as the North Star can help diminish the impact of ego in business and keep teams focused on the true reason for their work. She has some great golden nuggets of wisdom that provide valuable guidance for leaders and teams looking to navigate the complexities of mergers and acquisitions.

Unique Opportunities Jennifer emphasizes the importance of the people piece in M&A she says that there is no specific playbook for these types of deals, as each one has its unique opportunities and challenges. However, she encourages people to be intentional and contribute to the evolution of their organization.

Jennifer suggests bringing your particular skills to the partnership, embracing uncertainty, and looking for new opportunities. She also talks about the importance of collaboration, letting go of old ways, and contributing to the new vision.

Resources: * Website: https://jenniferjfondrevay.com/ * LinkedIn Personal: https://www.linkedin.com/in/jennifer-fondrevay/ * LinkedIn Business: https://www.linkedin.com/company/jennifer-j-fondrevay/ * Twitter: https://twitter.com/jjfondrevay * Jennifer’s Book: Now What

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Welcome back to our special two-part series from the ABA Marketplace Roadshow edition! In this week’s episode, we continue our exploration of the positive energy and optimism that pervades this year’s event. We discuss a range of topics, from the importance of collaboration in creating unforgettable experiences for visitors to the growing trend of slow travel and the benefits of spending more time in a single destination. So join us as we continue to explore the future of tour and travel in this exciting and dynamic industry.

In this episode, you’ll hear from:

Jacob Servais – Hall of Fame and Stadium Tour Sales Executive at Green Bay Packers
Juan Pablo Suarez – Travel Trade Manager Ottawa Tourism
Julie Dautrich – Tourism Sales Manager at Discover Lancaster
Keith Snode – Lead Navigator (COO) at Group Travel Odyssey & Chief Operating Officer (COO)
Kaleidoscope Adventures
Stacy Thornton – Senior Manager, Tourism Sales Greater Boston Convention & Visitors Bureau
Tina Mt. Pleasant – Director of Travel Trade Sales at Destination Niagara USA

Golden Nuggets from the American Bus Association’s Annual Marketplace

The American Bus Association marketplace roadshow is an annual event that brings together tour and travel professionals from across the United States and worldwide. The event is designed to provide a unique forum for networking, education, and collaboration, with a focus on the latest trends and best practices in the industry. During the marketplace, attendees have the opportunity to meet with representatives from a wide range of travel-related companies and participate in educational seminars, learn about new products and services, and build relationships with others in the field. Whether you’re a seasoned industry veteran or just starting out in the world of tour and travel, the ABA marketplace roadshow is the perfect place to connect, learn, and grow.

Jacob Servais – Hall of Fame and Stadium Tour Sales Executive at Green Bay Packers

Jacob talks about looking toward the future of the travel industry and some of the factors he is keeping a close eye on, particularly in the motorcoach and tourism sector. One of the biggest challenges that has arisen is the fluctuating gas prices. This has affected school groups, rec groups, and senior centers who rely heavily on transportation. However, partnerships and collaborations are helping to alleviate this issue. For instance, the Green Bay Packers Foundation provides a transportation grant for school groups, which not only assists in getting students to Lambeau but also supports bus companies.

Juan Pablo Suarez – Travel Trade Manager Ottawa Tourism

Juan Pablo discusses how the group travel industry is evolving and facing many challenges due to the impact of the pandemic. He shares that one of the noticeable changes is that people are looking to truly experience a destination rather than just seeing it. This means that travelers are looking for a more immersive experience and are embracing the trend of slow travel. Instead of rushing through multiple destinations in a short period of time, travelers are looking to spend more time in a few select places. This trend benefits destinations, as visitors can stay longer and explore more attractions, leading to a better overall experience.

Julie Dautrich – Tourism Sales Manager at Discover Lancaster

According to Julie, the word energizing perfectly describes the ABA Marketplace Roadshow because it has brought a new level of excitement and enthusiasm to the travel industry. The event is an excellent platform for tourism professionals to network and connect with potential clients. The sheer number of appointments and meetings, coupled with the energy and passion of attendees, creates a vibrant and dynamic atmosphere. The energy and enthusiasm at the ABA marketplace are infectious, making it an event everyone in the travel industry should attend.

Keith Snode – Lead Navigator (COO) at Group Travel Odyssey & Chief Operating Officer (COO) Kaleidoscope Adventures

The changes in the group travel industry are significant, and Keith shares why it’s so fascinating to see how things are evolving. One of the biggest changes is in how people are buying group travel experiences. Keith discusses how pre-formed groups used to work with a single group leader, and the focus was on the group as a whole rather than on the individual travelers and how COVID-19 has changed that, so now there is a unique touchpoint with each individual traveler. We dive into how the integration of technology into group travel has revolutionized the way business is done and why it’s exciting to see how these changes will shape the industry.

Stacy Thornton – Senior Manager, Tourism Sales Greater Boston Convention & Visitors Bureau

Stacy shares with me why she is so excited about what’s on the horizon for her organization, Meet Boston. She discusses how their new brand captures the city’s spirit and why she can’t wait to see how that will translate into their marketing and outreach efforts. Stacy also shares what she’s most looking forward to, including reclaiming some sense of normalcy and being able to travel freely again, explore new destinations, and meet new people.

Tina Mt. Pleasant – Director of Travel Trade Sales at Destination Niagara USA

It’s heartwarming to hear about the family-like atmosphere at ABA Marketplace. The strong relationships they have built over the years make attendees feel like they are part of a close-knit family. Tina shares how the amazing conversations that happen at the event can bring people together and create such a warm and welcoming environment. It’s clear that this feeling of camaraderie is a unique aspect of ABA Marketplace Roadshow and one that keeps people coming back year after year. It’s a testament to the power of community and how important it is to feel connected to others, especially in the travel industry.

A Positive Future

Our guests highlight how technology is rapidly transforming the sector and the exciting opportunities this presents for innovative tour and travel companies. Plus, we hear firsthand about the product development initiatives that are creating new and exciting experiences in some of the world’s most iconic destinations. As a fun way to wrap things up, I also asked each of our guests to sum up their experience of the ABA Marketplace Roadshow in just one word – listen in to hear their inspiring responses, which include words like energizing, essential, and family.

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For this first episode in a special two-part Destination on the Left series, I’m joining you from the American Bus Association’s Annual Marketplace in Detroit. What stands out in my interviews with the following industry leaders is how positive everyone feels about 2023 and the future of the tour and travel sector. My guests share their golden nuggets about what they are most looking forward to, the changes they see in the market, how collaboration has helped them, and trends on the horizon that they are excited to be part of.

In this episode, you’ll hear from these extraordinary leaders:

Amy DeFrancesco– National Sales Executive at Drury Hotels
Ryan Sanders – Vice President of Operations and Sales for the Motorcoach Family of Brands
Chelsea Lerud – Executive Director of Iowa Travel Industry Partners
Dagny Ashley – Director of Tourism at City of Quincy
Gary Hahn – Vice President of Marketing and Communications National Comedy Center
Inna Cramer – Sales Director at Rocky Mountaineer

Group Travel Insight from American Bus Association’s Annual Marketplace

The American Bus Association’s Annual Marketplace is an exceptional event that brings together motorcoach and tour operators, as well as industry suppliers, providing them with an opportunity to connect and establish new relationships to advance their businesses. Recently, I had the privilege of interviewing some of the distinguished attendees at the Annual Marketplace, where I gained insights into how building partnerships and actively seeking collaborations has transformed their industry in recent years. Join me as we delve deeper into the importance of collaboration in shaping the future of the motorcoach and tour operator industry.

Amy DeFrancesco- National Sales Executive at Drury Hotels

Amy shares the importance of collaboration in the hospitality industry. She notes the rebound from the pandemic and the return of international travelers as key areas of growth. She also dives into the issues of booking window shrinkage in the industry and discusses its pros and cons, including better market awareness and pressures on the operational team.

Amy also shares her pride that Drury Hotels has been awarded the highest guest satisfaction in the upper midscale chain for the 17th consecutive year. The recent opening of their largest hotel on Disney property in December 2022 is a testament to their continued growth. Amy emphasizes that what drew them to their partners is their shared values of high standards and integrity, which makes for great collaborations.

Ryan Sanders – Vice President of Operations and Sales for the Motorcoach Family of Brands

In the travel industry, attending events and trade shows is crucial for networking and staying up-to-date with industry changes. Ryan shares his experience of attending appointments and events at the ABA conference, where he was impressed with the resilience of the industry organizations, including ABA. Despite the challenges brought on by the pandemic, these organizations have managed to survive and support their members, ensuring that industry professionals can continue to connect and collaborate — which is why his word of the conference is “evolving.”

Chelsea Lerud – Executive Director of Iowa Travel Industry Partners

Chelsea shares that in terms of group travel, they’re seeing some exciting changes in the market. Specifically, in Iowa, they are noticing that travelers are using the state as a stopover on their way to their final destination. While Iowa may not be their ultimate goal, the team at Iowa Travel Industry Partners is excited to capture visitors at a few key locations. A strategy that encourages travelers to take a longer trip and explore more of what Iowa has to offer. She goes on to comment that “It’s exciting to see the evolution of group travel, and we’re thrilled to be a part of it.”

Dagny Ashley – Director of Tourism at City of Quincy

Dagny, of Tourism at City of Quincy, is excited for 2023 and getting back to the business of travel. After a tough few years for both the hospitality industry and suppliers, her organization is looking forward to a positive outlook for the year ahead. With last year already showing signs of recovery, Dagny is confident that visitors are eager to hit the road again and start traveling. This sentiment has been echoed by others at the ABA event, with a shared sense of excitement for the year ahead and a feeling of returning to a new normal in the travel industry.

Gary Hahn – Vice President of Marketing and Communications National Comedy Center

Gary discusses how group travel is evolving and changing — according to Gary, they are seeing a broader demographic of visitors, including young people and students. They are also noticing more individuals from the over-50 crowd, which tends to be the motorcoach crowd that enjoys visiting museums. Gary is excited to see this change, as it presents new opportunities for engagement, especially given the technology present in their museum.

Gary shares details of an upcoming collaboration hosting of the Pennsylvania Bus Association’s annual conference in Chautauqua County. This is an exciting opportunity for the attraction, as it’s their first time bringing in the association for a conference.

Inna Cramer – Sales Director at Rocky Mountaineer

Inna, Director of Sales for Rocky Mountaineer, shared her insights on the evolving group travel industry in an interview. She mentioned that they are seeing smaller groups of families and friends wanting to travel together, as well as like-minded individuals wanting to connect and enjoy the train experience. When asked to describe ABA Marketplace in one word, Inna went for “connections.” She loves the word because it represents the opportunity to see old friends, establish new connections, and work together with industry partners to make an impact in the travel and tourism industry.

A Positive Future

After speaking with my industry expert guests, it is clear that the tour and travel sector is looking towards a positive future in 2023. My guests shared their thoughts on the changes they see in the market, trends they are keeping an eye on, and how collaboration has helped them to drive more sales, extend relationships, and build brand awareness. Niche travel, hidden gems, and a focus on remaining adaptive and agile in a constantly changing world were also discussed. Additionally, the guests had some great insights into the importance of collaboration and how it can help drive business growth.

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Amy is the fourth generation to call Wyoming home and the third generation to graduate from the University of Wyoming. Wyoming is Amy’s home. She also holds a Master of Tourism Management degree from Colorado State University and completed two internships with the Walt Disney College Program as an undergrad, one where she earned not only her “ears” but a Ducktorate Degree as well.

She embraces the opportunity to share all that Wyoming has to offer with others. From its iconic national parks, amazing scenery, incredible outdoor experiences, fascinating history, and Western Hospitality, to her, Wyoming truly is like no other place on earth, and someplace everyone should experience! In her spare time, she likes to hike, kayak, check out breweries, and dabble with photography. She also writes a column for a local newspaper called Wandering Amylessly, where she shares about life lessons she learns through travel.

On this episode of Destination on the Left, I talk with Amy Larsen about how her team is collaborating with neighboring states to develop innovative travel products and promote lesser-known destinations. Amy also shares her outside-the-box thinking in developing winter products for group tours in Wyoming.

What You Will Learn in this Episode: * Amy shares the story of how she ended up working in destination marketing via a Disney internship program * How Amy helps create buzz around a bucket list destination like Yellowstone National Park and tempt visitors to explore other parts of Wyoming * Creative ways that Amy and her team have overcome the challenge of attracting motorcoach tours to small historic destinations with small restaurants by partnering with caterers and other service providers * Exciting future plans for the Wyoming Office of Tourism, including winter itineraries and creating fun outdoor experiences for visitors * The coopetitions that Amy is particularly proud of, including the Western Migration tour collaboration with Nebraska and the tours they created with Colorado * Amy’s thoughts on how the role of DMOs is evolving and how they can support visitors and local communities

Showcasing Wyoming In the most recent episode of Destination on the Left, guest Amy emphasized the many natural attractions that draw tourists to Wyoming, such as Yellowstone National Park, which has over half the world’s thermal features within its boundaries and the iconic American symbols like the Tetons and Devil’s Tower. She also shares how her team capitalizes on visitors’ enthusiasm for those locations to showcase the rest of the state.

Creating Unforgettable Experiences Amy spoke about the rich history of small towns in Wyoming, including the Outlaws like Butch Cassidy and the Sundance Kid, the Wild Bunch, early pioneers, and mountain men who lived in the Rocky Mountain region. She shares why the challenge for small towns is attracting tourists, particularly in the motorcoach industry, as they may not have big enough restaurants to feed all the visitors expected.

To address this, Amy suggests being creative and finding caterers in these communities who can put on dinners for visitors, such as holding a dinner for 50 people in the branding room at the fairgrounds in Torrington, which showcases every brand from Goshen County and featuring a multigenerational rancher who shared his story. Amy emphasizes the importance of finding the person who wants to tell the story and getting small towns to realize their potential and be creative in showcasing their history to visitors.

Inter-State Coopetition On the podcast, Amy also shares a couple of exciting examples of coopetition, including partnerships with Nebraska and Colorado to develop itineraries that showcase the historical places of the states. By combining their resources, they were able to create unique experiences that bring more business to all three states. It’s so exciting to see how these collaborations are creating new opportunities for group tours and expanding the travel industry in unique ways.

Resources: * Website: https://travelwyoming.com/ * LinkedIn Personal: https://www.linkedin.com/in/amy-larsen-b0034856/ * LinkedIn Business: https://www.linkedin.com/company/wyoming-office-of-tourism/

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Olivia Novak is the marketing manager for Discover Lancaster. Helping people is Olivia’s passion, and being a resource for others as they plan their trips to Lancaster appeals to that passion. Lancaster, PA, is an up-and-coming destination with so much to offer; from heritage to adventure, there truly is something for everyone.

Olivia’s background in sports has strengthened her understanding of the human desire for experiences. As a former college athlete and Final Four National Tournament participant, she has seen firsthand how to build one moment into a larger-than-life experience.

On this episode of Destination on the Left, I talk with Olivia Novak about Visit Lancaster’s successful partnership with the Baltimore Ravens and how her small DMO negotiated the relationship. She also offers great advice for young professionals starting out in the tourism industry and shares more about the accessibility project that they are in the midst of launching to make sure their destination is open to all abilities.

What You Will Learn in this Episode: * How Visit Lancaster is standing out from the crowd by partnering with professional sports teams such as the Baltimore Ravens * Olivia shares her advice for destination marketers interested in tapping into the sports world * Projects that Olivia and Visit Lancaster are excited about in 2023, particularly sharing more information about their destination’s accessible attractions * The importance of trust, leaning on your team, and believing in where you’re going when you’re coping with challenges * How Visit Lancaster has successfully collaborated with neighboring destinations to create the Keystone Crossroads trail to attract more visitors to the region * Olivia’s thoughts on how to move forward and develop your career as a young professional in destination marketing

Trusting the Right Opportunity Will Present Itself Olivia shares her insights on the negotiation process in the destination marketing world. She emphasizes the importance of customizing packages to fit the needs of both parties, especially for smaller destinations. Olivia encourages destinations to have open conversations and find a mutually beneficial agreement with organizations, whether it’s a sports team or any other larger entity.

Olivia also discusses her strategic decisions on which events Discover Lancaster wanted to invest their time and energy into and the importance of being confident in saying no to opportunities that aren’t right for you.

Accessible Lancaster Olivia discusses her efforts to promote Lancaster as an accessible destination for all visitors. This involved creating resources, such as a comprehensive and accurate guide on their website, highlighting accessible attractions, hotels, restaurants, and activities. She also shares more about their collaboration with Tempest, an agency that specializes in creating accessible guides for destinations.

We talked about the DMO’s efforts to partner with local influencers, including a wheelchair user and a family that focuses on accessible travel due to their son’s Spinal Bifida. The goal is to craft staycation experiences for these influencers and have them share their experiences with the public.

Community Focused Finally, Olivia emphasizes that Lancaster County and its businesses are an integral part of the fabric of the community and need to be represented in the resources provided by the Visitor’s Bureau. She acknowledges that the bureau currently only represents a small portion of the community and outlines the plans to center the needs of the community as a whole in their offering going forward.

Resources: * Website: https://www.discoverlancaster.com/ * LinkedIn Personal: https://www.linkedin.com/in/olivia-novak-a7a64b121/ * LinkedIn Business: https://www.linkedin.com/company/discoverlancaster/

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Julie Ellis is an author, professional speaker, and leadership coach to corporate leaders and scaling Entrepreneurs. Julie provides her unique experience and expertise to her coaching clients, gained through 25 years of working first in the corporate world and then as a leading Canadian entrepreneur. She is a co-founder of award-winning Mabel’s Labels, one of Canada’s greatest small business success stories.

Julie’s book, Big Gorgeous Goals, is written for women entrepreneurs who want to step out of the small box they find themselves in and set world domination in their sights. In discussion with over a dozen women entrepreneurs, Julie explores their stories of why and how they have achieved great things in their lives and careers and pairs that knowledge with her own stories of how she built, grew, and sold her business to a giant in her industry.

On this episode of Destination on the Left, I talk with Julie Ellis about how setting big gorgeous goals allows you to step into your own brilliance and consider your personal and professional ambitions in a new way.

What You Will Learn in this Episode: * About Julie’s first business, how she built it, and why she ultimately decided to move in another direction * Why Julie was inspired to write Big Gorgeous Goals: How Bold Women Achieve Great Things * What we can do to avoid feeling trapped in small thinking * How to identify and chase your big, gorgeous goals * Some of the ways to get ourselves unstuck including having people you can collaborate with * Why there is no better time than now to start thinking about your big gorgeous goals

Accomplishing Your Goals After talking to other women who have accomplished big things, Julie Ellis, Co-Founder of award-winning Mabel’s Labels, learned that those huge achievements are only a part of their story and that the processes and support systems that sustain them are often overlooked.

Julie’s book, Big Gorgeous Goals: How Bold Women Achieve Great Things, highlights not only big achievements but also the unseen support and effort that goes into them.

Think Big! Julie believes that during uncertain times, people tend to think small and put their biggest goals and dreams on the sidelines. She believes that big gorgeous goals often remain unachieved because of missing ingredients such as money, time, knowledge, or support.

When someone is successful in their current life, they avoid pursuing their biggest goals because they worry that those goals will test their confidence and push them out of their comfort zone. Chasing big goals requires bravery and overcoming obstacles, and Julie encourages people not to give up on their dreams and keep pushing toward them.

Get Out of Your Own Way When pursuing big goals, there are so many things that can stand in our way. We can be tempted to fill our calendars with commitments and wear our “busy” badge as a symbol of achievement. This can lead to a lack of time to reflect, dream, and pursue our desires. Julie shares why creating space in our lives is essential to make room for reflection, exploration, and chasing our goals.

Resources: * Website: https://www.julieellisandco.com/ * LinkedIn: https://www.linkedin.com/in/julie-ellis/ * Twitter: https://twitter.com/3ellis * Book: https://biggorgeousgoals.com/

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Jill Delaney is the President and CEO of Discover Albany, previously known as the Albany County Convention and Visitors Bureau. Discover Albany represents hundreds of local businesses and attractions and assists each year in hundreds of regional meetings, events, and destination promotion. Discover Albany also operates the Discover Albany Visitors Center and the Albany International Airport Information Center and serves as Albany County’s Official Film Commission and Sports Commission.

Jill previously served as the President and CEO of the New York State Tourism Industry Association (NYSTIA), a statewide organization serving Tourism Promotion Agencies like Discover Albany as well as attractions and service providers.

Jill currently serves as the Legislative Chair of the NYS Destination Marketing Organization. She is also a board member of the Empire State Society of Association Executives (ESSAE), Co-Chair of the Destinations International Small Destinations Council, and VP of the Capital-Saratoga Tourism Region. She is a member of the Hudson Valley Tourism Board, the Albany Institute of History and Art Community Engagement Committee, the Capital Region Sports Foundation, and the Albany Airport Master Planning Committee, and serves her alma mater as President of the University at Albany Alumni Association as well as the University Council. Jill and her husband, Michael, live in Clifton Park with their three children.

On this episode of Destination on the Left, I talk with Jill Delaney, President, and CEO of Discover Albany, about their Discover My Albany campaign and how it has led to the DMO standing out in a way that goes beyond visitor numbers and into economic development and destination management. We also discuss their renewed focus on community partnership and how Discover Albany serves as the official Film and Sports Commission for Albany County.

What You Will Learn in this Episode: * How Jill is promoting Albany’s unique attributes as a way to attract more visitors * How they launched the ongoing resident-led series called “Discover My Albany” to promote the city * Albany’s role as a key economic driver for the county * Why they made the decision during the pandemic to keep all staff and figure out the finances as they went * Why collaboration with neighboring counties of Long Island and Schenectady is vital to keeping up to date * Details of the Destination East trade show and how they impressed event planners from all over the country with the collaboration and teamwork within New York State

Promoting Albany’s Unique Attributes Albany has decided to lean into its unique attributes to attract visitors. The city boasts a solid community, a low cost of living, and an abundance of fascinating history and architecture. To promote the city, Albany has launched an ongoing resident-led series called “Discover My Albany.”

The series weaves personal stories from all parts of Albany County into the visitors’ guide and features videos by locals showcasing their favorite places and what they love about living and working in the city.

Emerging as a Key Economic Driver for the County During the pandemic, Discover Albany made the hard choice to keep all of their staff and figure out the finances as they went. This decision proved to be beneficial as it allowed them to focus on new challenges, such as attracting filmmakers and sports teams to the city. As a result, the county executive and legislature chair officially designated Discover Albany as their official Film Commission and Sports Commission.

Collaboration is the Key to Success Collaboration is key for Discover Albany, and Jill shares how they work with neighboring counties to be stronger together. Recently, they were selected to sponsor and host Destination East, a trade show organized by Northeast Meeting Group.

This collaborative effort impressed meeting planners from all over the country and showed how well New York State works together to get the job done and ensure the best outcome for clients.

Resources: * Website: https://www.albany.org/ * LinkedIn Personal: https://www.linkedin.com/in/jilldelaney/ * LinkedIn Business: https://www.linkedin.com/company/albany-heritage-area-visitors-center/ * Twitter: https://twitter.com/discoveralbany

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Todd Wynne-Parry brings a wealth of global senior leadership knowledge and insight developed over more than 20 years of reporting directly to CEOs and Boards in industries that range from luxury, lifestyle, and outdoor hospitality to investing, consulting, and financial analysis.

As a CGO, EVP, SVP, and Executive Committee member, he has helmed major expansion, post-merger integration, and growth initiatives for the world’s premier hospitality brands, including, AutoCamp, Two Roads Hospitality (formerly Commune Hotels & Resorts), Global Acquisitions and Development, InterContinental Hotels Group (IHG), and Starwood Hotels and Resorts.

Specializing in brand expansions and M&A in Asia, the Middle East, and the Americas, Todd has closed deals and developed contracts that generated upwards of $30 million in enterprise value annually and built relationships with key decision-makers across a wide range of global and regional, and city markets globally.

On this episode of Destination on the Left, I talk with Todd Wynne-Parry, and we do a deep dive into the developing outdoor hospitality sector. In our conversation, Todd walks us through the attributes and appeal of nature-based locations and offers solutions to some of the industry’s roadblocks and challenges.

What You Will Learn in this Episode: * How Todd found his niche in the outdoor hospitality sector * How the outdoor hospitality sector has evolved * Features of a great outdoor hospitality location and how to curate a fantastic guest experience * Todd gives us a framework for brands interested in adding outdoor hospitality experiences * How marketers should be thinking about outdoor experiences within the broader travel and tourism offering * Some fantastic examples of successful outdoor ventures that are leading the way for the future of outdoor hospitality

Growth of the Outdoor Hospitality Sector Outdoor hospitality is a wide-ranging sector that can be divided into two main categories: the lower end of the price point, such as RV parks, and the higher end ultra-luxe options. Although where guests are staying is only part of the experience. The most important thing is to be immersed in nature in a way that allows them to take a bridging step out of their comfort zone.

Incorporating Outdoor Experiences The outdoor hospitality sector can also benefit land in unexpected ways, such as being an additional source of income for wineries and farms. Wineries can use outdoor experiences to add a new business line and boost profits, while farms can use events on their land to support regenerative farming.

Todd shares an example of a farm in Kentucky called Martin Acres, owned by an ex-slave’s descendants and is part of the Kentucky bourbon trail. The farm is now in its fourth generation and is exploring ways to incorporate outdoor hospitality to host family reunions and generate income.

Enhancing Well-being Being outside in nature is an important aspect of enhancing our well-being. Todd discusses why the sector’s evolution allows people to escape the city and connect with nature, their partners, or their families. Instagram-worthy shots are also a great way to increase the destination’s visibility on social media.

However, there are some speed bumps to consider, such as labor and workforce issues and environmental concerns on the road to developing as an outdoor destination. Todd shares some ways brands can overcome these challenges on the podcast.

Resources: * Website: https://horwathhtl.com/ * LinkedIn Personal: https://www.linkedin.com/in/toddwp/ * LinkedIn Business: https://www.linkedin.com/company/horwath-htl/ * Facebook Business: https://www.facebook.com/horwathhtl/ * Twitter: https://twitter.com/HorwathHTLcorp

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Samantha Cole is the Director of Public Relations at Valley Forge Tourism and Convention Board. The Valley Forge Tourism & Convention Board is a nonprofit, membership-based sales and marketing organization that aggressively promotes the Valley Forge area and Montgomery County as a convention site and leisure visitor destination by encouraging patronage of its 500-plus member hotels, restaurants, attractions, and services.

On this episode of Destination on the Left, I talk with Samantha Coles about some of the creative campaigns her destination is running right now, including using instafamous dogs, and we explore how marketing to niches helps the Valley Forge Tourism and Convention Board stand out.

What You Will Learn in this Episode: * How Samantha got her start in the travel and tourism industry and how it linked to her interest in digital marketing * Advice for aspiring or entry-level marketers * Why you should never be afraid to reach out to people on LinkedIn * Why making data-driven decisions is essential to the Valley Forge Tourism and Convention Board * Fun influencer marketing ideas that Samantha has leveraged * The award-winning Make it Main Street campaign and how this true backyard tourism campaign spotlights locally owned small businesses across the county * The Valley Forge Tourism and Convention Board’s partnership with Philadelphia and Chester County to brand themselves as the countryside of Philadelphia * Samantha talks about the upcoming February campaign focused on Valentine’s Day and romantic getaways. * The evolution of how DMOs work to serve the community in addition to attracting visitors

Building a Network Lays the Groundwork for Future Collaboration How social media can support DMOs is an ever-changing landscape. Samantha explains how networking as an organization and as an individual helps you expand your reach and serve your clients. So many people are hesitant about reaching out to people and connecting with people on LinkedIn or other social media platforms but making those links is a great way to lay the foundation for future partnerships.

Communicating with Neighboring Organisations Samantha shares her advice for our listeners thinking about entering into a collaboration or seeking a partner to collaborate with in 2023. Communication is critical in setting collaborations up for success — that includes going back to basics and reaching out to people locally who might even do the same job as you for a neighboring DMO. You could also prioritize building relationships by scheduling regular catch-ups with other local organizations and keeping them updated about your plans going forward.

Data-Driven Decisions For Valley Forge Tourism and Convention Board making data-driven decisions is top of mind right now. Samantha shares how her destination is leveraging geolocation data tracking to figure out how they can better serve their visitors’ needs by honing their target markets. She also shares why her proudest influencer hire to date is a Bernese mountain dog from Philadelphia and how that pupper is helping them showcase what Montgomery County has to offer.

Resources: * Website: https://www.valleyforge.org/ * LinkedIn Personal: https://www.linkedin.com/in/samanthacummons/ * LinkedIn Business: https://www.linkedin.com/company/valley-forge-convention-and-visitors-bureau/ * Facebook: https://www.facebook.com/VisitValleyForge

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Greg Star is the Co-Founder of Carvertise, an advertising company that enables companies to advertise on private commuter vehicles. This is so companies can advertise in a novel, targeted, and grassroots way while everyday people can earn additional passive income for advertising for a brand they like and support.

On this episode of Destination on the Left, I talk with Greg Star about how Carvertize helps destinations stand out and increase ROI through creative advertising. We also discuss several creative examples of destinations that have leveraged his methods.

What You Will Learn in this Episode: * How Carvertise evolved from a college project into a sophisticated business * The technology and analytics behind finding the right cars to advertise on * The efficiencies of bringing the printing in-house * When Greg realized that his company could help the travel and tourism industry * How Carvertise helps destinations stand out from the crowd * Some case studies of how Carvertise’s clients, including a Pride Parade and a College Football organization, have used them to stay top of mind with their target market * The metrics Greg measures to evaluate the success of Carvertise’s campaigns * What ‘mindshare’ means to Greg, and how the term epitomizes collaboration for him

Data-Driven Insights In advertising, you have to be creative, but you also have to pay attention to the data. Greg Star shares how his company Carvertise digs into the analytics of each client’s campaign to understand how to make an intelligent match between drivers and advertisers and how they present that information to their clients.

Greg also discusses how the company has evolved over the last ten years and what kind of infrastructure they have built on the backend to get to a point where technology and data intelligence insights are driving them forward.

Identifying Opportunities Carvertise started as a small project founded by college students, and since then, it has evolved into a successful company that allows organizations to advertise their products and services creatively. The company’s co-founder, Greg, explains how they got their organization off the ground by paying close attention to the Delaware governor’s public schedule, attending events, building a business network, and ultimately connecting with the Delaware director of tourism.

DMOs DMOs are looking to stand out in a crowded market, and an essential part of doing so is identifying their ideal market. Carvertise helps destinations reach their audience creatively via market activation – the process of directing local event-goers to complimentary activities or attractions. Greg shares details of how Carvertise is agile enough to hit the streets exactly where those ideal visitors are and promote other attractions they’ll love.

Resources: * Website: https://carvertise.com/ * LinkedIn Personal: https://www.linkedin.com/in/greg-star-5911b562/ * LinkedIn Business: https://www.linkedin.com/company/carvertise/

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Patrick Harrison is Chief Marketing Officer for Visit Tampa Bay. Through an innovative and aggressive approach, he has spearheaded the DMOs marketing transformation. His campaigns have been honored with over 30 US and International marketing and PR awards, including multiple Adrian Awards, and he was named a Top 25 Extraordinary Mind by HSMAI in 2019. Before joining Visit Tampa Bay, he spent 25+ years at agencies in the U.S. and U.K. He holds a Masters’s Degree in Communications, with an emphasis in Propaganda, from the University of Leeds.

Patrick currently serves on several boards, including Destination Internationals Global Leadership and Equity, Diversity & Inclusion Committees, as well as PR & Communications Task Force and Equity, US Travel Marketing committee, among others.

On this episode of Destination on the Left, I talk with Patrick Harrison about how Tampa Bay is evolving into a premier destination. We also discuss the importance of getting everyone to row in the same direction, why the right mindset is critical, and how and why Visit Tampa Bay is becoming its own publishing company.

What You Will Learn in this Episode: * How Patrick’s travels brought him to Tampa and led him to the travel and tourism industry * How having successful sports teams have helped put Tampa front and center in people’s minds * The experience of working with the NFL to make the Superbowl happen successfully in Tampa * Why you can’t stop marketing during a recession * How Visit Tampa Bay continued to promote their small businesses during the COVID-19 pandemic * Why it’s so crucial to Patrick to serve the African American, Hispanic, LGBTQ, and accessible populations * Why Visit Tampa Bay turned to publishing their own local guidebooks * Patrick’s new podcast and how he advocates for his local community on his show

Sports and Tourism Patrick describes how being home to successful sports teams impacts Tampa’s popularity with visitors. He shares how they collaborate with partners on and off the sports field and why they are such a popular destination for visiting teams from the USA and beyond. Patrick also shares his experience working with the NFL during the COVID-19 pandemic and how the team made it safe for local residents to attend the Superbowl events and start to feel more positive about getting on with life.

A Mindset Shift We discuss how a big community event can bring local people together and shift people into a more positive mindset. Patrick emphasizes the importance of pulling together to keep your destination top of mind, even when potential visitors aren’t able to make it to you right away. Whether or not we’re headed into a recession, you can’t stop marketing your destination because if you stop, you need an awful lot of runway to get started again — in Patrick’s words, “you have to keep humming along.”

Stay True to Yourself It is vital to know who you are and understand your authentic story as a destination before you can figure out how to position your story for various different markets. There are so many markets you can promote yourself in as a destination depending on your history and how you have developed over time. Visit Tampa Bay are in the middle of an exciting time where they are enjoying the expansion process, and Patrick shares how they are expanding their reach to create an additional 200 million dollars in hotel revenue.

Resources: * Website: https://www.visittampabay.com/ * LinkedIn Personal: https://www.linkedin.com/in/patrick-harrison-470559a/ * LinkedIn Business: https://www.linkedin.com/company/visittampabay/

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Renée Areng leads Brookhaven as the inaugural Executive Director for the Brookhaven Convention and Visitors Bureau, now Explore Brookhaven since 2018.

Previously, Areng served with three destination marketing organizations: most recently, Visit Mississippi Gulf Coast. Throughout her leadership, Areng increased all metrics, including visitation and overall revenue for non-gaming hotels. Additionally, she unified all messaging in marketing and sales, increasing all digital and social metrics.

Most recently, Areng consulted with Destination Organizations on strategic planning, accreditation, streamlining databases, and increasing visitation. Clients include Visit South Walton, Louisiana’s Northshore, Tupelo CVB, Visit Mobile, Jeff Davis Chamber, and CVB, Louisiana’s Cajun Bayou, and Pat Harrison Waterway District. Before joining the Mississippi Gulf Coast, she served as Executive Vice President for Visit Baton Rouge, and she served in statewide and national political arenas.

Areng is a cum laude graduate of the University of Louisiana with a BA in Public Administration and French. She earned her Certified Destination Marketing Executive (CDME) designation from Destinations International in 2007 and served on the CDME review committee in 2018. She has led five organizations through six accreditations through Destinations International’s DMAP program.

On this Destination on the Left episode, I talk with Renee Areng about her experience building a destination marketing organization from the ground up. We discuss the key ingredients needed for the successful formation of her DMO located just outside the Atlanta Metro Area and how they proved instrumental in creating the right environment for the organization to thrive.

What You Will Learn in this Episode: * Why Renee was eager to join her current team in Brookhaven, Georgia * What’s so fascinating about working in a newly created destination * The unique structure of tourism in Georgia and how Renee is helping her organization punch above its weight class to stand out among Georgia’s 200 DMOs * How the branding strategy helped Brookhaven stand out from closeby Atlanta * Why it’s so important that Brookhaven is considered a viable voice at the table * The challenges of launching Explore Brookhaven during a global pandemic * Why often the most challenging part of a collaboration is getting the egos out of the equation * Some examples of when Renee has helped create some fantastic partnerships * How to connect with Renee and discover more about Explore Brookhaven

Taking Their Place at the Table Renee shares why she believes it is so important that Brookhaven is considered a viable voice at the table. She describes why it was critical for the brand new DMO to scale to where they are being taken as seriously as the more prominent destinations in Georgia, such as Macon, Savannah, and Atlanta. Renee also shares more about her role on the board for Destinations International and how it is helping Explore Brookhaven get the recognition they deserve.

Evolving as a Destination Organization Did you know that Renee’s breakout session at the Destination International Annual Convention in Toronto was one of the best attended at the event with standing room only?

She shares why she is so passionate about understanding how destination organizations are evolving and why she was eager to get her teeth into the opportunity that taking the reins at Explore Brookhaven offered. Renee explains the topics discussed during that session and why being clear about your value proposition is critical.

An Agile Industry I loved speaking with Renee about how the evolving workforce is going to change the existing workplace and why it’s so necessary to recognize the need for change. The travel and tourism industry is more flexible now than it’s ever been, and Renee shares why the sector is now much more focused on the influence they have in the community rather than the number of heads in beds.

Resources: * Website: www.ExploreBrookhaven.com * LinkedIn: https://www.linkedin.com/company/explore-brookhaven/

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I’m sharing more insights from the group travel industry in the second episode of a special three-part series of Destination on the Left episodes from the National Tour Associations Travel Exchange in Reno. I’m excited to share their thoughts on key trends and challenges as we move into 2023.

In this episode, you’ll hear from:

Jim Warren, US Group Specialist at Anderson Vacations
Lorna Davis, Global Sales Manager at Travel Oregon
Mark Brodeur, International Tourism & Group Sales Director at Visit Rhode Island
Nick Calderazzo, President at Twin Travel Concepts
Peter Pantuso, President & CEO at ABA
Ryan Robutka, Senior Manager for Market Development at Via Rail Canada
Todd Read, Trade & Consumer Sales Manager at SoIN Tourism

Group Travel Wisdom The National Tour Associations Travel Exchange

I have loved talking with all the amazing, experienced group tour specialists at the NTA about how they envision the future of their sector. During our short interviews, I also asked them about current trends they are seeing in the industry, where their challenges lie, and the one word they would use to describe their experience of the National Tour Associations Travel Exchange. You’ll be fascinated by their answers!

Jim Warren, US Group Specialist at Anderson Vacations

Jim reflects on trends that Anderson Vacations has been seeing in the group travel industry, including the customer desire for smaller groups. He describes how they have leveraged that trend and started to develop smaller group experiences of between 12 and 20 people and why they are keen to move that trend forward.

Lorna Davis, Global Sales Manager at Travel Oregon

In her mini-interview, Lorna talked to me about the number one issue that Travel Oregon is facing right now and how they are moving through that challenge. She describes some of the ways they endeavor to meet the demands of group travel customers despite often struggling with adequate staffing. Lorna also shares the need to be genuinely hospitable and greet guests with a smile no matter what’s going on behind the scenes. Mark Brodeur, International Tourism & Group Sales Director at Visit Rhode Island

Mark’s word to describe the NTA Travel Exchange is ‘opportunity’. He shares why he loves participating in the knowledge exchange that the event allows and how it helps Visit Rhode Island stay abreast of current trends in the group travel industry. He also digs into some of the trends his destination is seeing right now, including creating personalized experiences within the group travel niche.

Nick Calderazzo, President at Twin Travel Concepts

In our conversation, Nick reveals that his organization is seeing later bookings and reflects on why people are waiting longer to make decisions. He also shares the changes he has seen in the senior group travel market, particularly their growing comfort with looking for and booking their travel online and the need to build unique, off-the-beaten-track experiences.

Peter Pantuso, President & CEO at ABA

According to Peter Pantuso, expectations in the group travel niche are changing. He discusses how they are creating individualized experiences for guests within a group tour and likens the experience to a cruise where people are traveling together but also have the opportunity to split into smaller groups to satisfy different interests. Peter firmly believes that understanding the need to provide something for everyone will be a key theme in 2023.

Ryan Robutka, Senior Manager for Market Development at Via Rail Canada

One of the challenges Ryan Robutka of Via Rail Canada has faced over the past couple of years is doing more with less. He describes how despite their staff being extremely stretched, they have been able to come through and offer the experience that travelers are looking for. They have committed to protecting the core experience their travelers are looking for in addition to catering to some of the more recent trends in the group travel industry.

Todd Read, Trade & Consumer Sales Manager at SoIN Tourism

Todd and I discuss the future of group travel, including the greater need for flexibility. He shares what SoIN Tourism can do as a DMO to help group travel organizations set up fantastic experiences for guests and how their intimate knowledge of their destination can help. As he says, ‘you can’t just sit back and do what you’ve always done.’

2023 and Beyond in the Group Travel Sector

My guests make it clear that the future outlook for the group tour industry is bright, and its evolution is opening up new opportunities for all stakeholders. They highlight the small group trend that started before the pandemic and continues today, and how that trend opens up new destinations in group travel. We also discuss the importance of remaining flexible and continuing to change with the industry, and move through challenges with grace.

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For this first episode in a special three-part series of Destination on the Left episodes, I visited the National Tour Associations Travel Exchange in Reno and spoke with several experts in the travel and tourism industry. My guests shared some of their wisdom in mini-interviews, focused on the trends, challenges, and future outlook for the group travel industry. The brilliance each of these leaders shared is certain to be invaluable as we seek new opportunities in group travel.

In this episode, you’ll hear from these extraordinary leaders:

Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism
Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc.
Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum
Jay Smith – President at Sports Travel and Tours
Lee Callicut – Destination Sales Manager at Visit Montgomery
Marcel Perkins – General Manager at Latin Trails
Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission

Travel and Tourism Insight from The National Tour Associations Travel Exchange The National Tour Associations Travel Exchange is an incredible event that allows experts in group travel to exchange ideas about the trends in the potential opportunities for group tour operators in 2023 and beyond. It was my honor to speak to some of the extraordinary guests at the travel exchange to get their insights into where the group travel industry has been, where it’s going and share key information and strategies for the future.

Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism

Amy shares her perspective on travel trends she has seen over the last few months, including visitors’ desire to see their smaller towns and unique destinations. People are connecting the pioneer spirit and the western heritage which is central to Wyoming. She describes why the COVID-19 pandemic led to a desire for simpler times and why it’s such an exciting trend for Wyoming.

Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc.

Debbie and I talk about the number one issue facing the industry today and how her organization is helping to address it. She shares the challenges travelers often face in finding an appropriate insurance plan for a more mature audience. Debbie discusses how her company provides peace of mind and ease of access for people traveling in groups.

Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum

Eddie discusses the number one issue facing his organization right now and how they are moving through it. We dive into the industry-wide issue of a lack of staffing and why it’s so concerning for group travel companies. Eddie describes why his organization has committed to taking on a leadership role in their region, working with hotels and attractions to ensure they are ready to offer guests exemplary hospitality.

Jay Smith – President at Sports Travel and Tours

I talked with Jay about what he believes the group tour operator of the future will look like and how they’ll get there. He shares why he thinks group tour operators will have to be a little more creative to continue bringing unique experiences to the plate that people just can’t do independently. We also discuss how we can educate the younger community of travelers on the benefits of group travel.

Lee Callicut – Destination Sales Manager at Visit Montgomery

Lee shares how Visit Montgomery flipped from a destination marketing organization trying to bring travelers into the area to what they call a destination management organization focusing on serving people who live in the area. He shares the lessons they learned and how they have translated into providing small-group outdoor-based experiences for visitors and locals alike.

Marcel Perkins – General Manager at Latin Trails

Marcel discusses the issue of sky-high flight costs facing the touring travel market and how his organization is responding to it. He shares why many travelers are waiting for flight prices to Europe to drop before they plan their trips and gives his recommendations for what destinations should be doing to be ready for guests when the time comes.

Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission

Post-COVID-19 travelers are rediscovering the wide open spaces and rural areas of the USA. People are looking for destinations that are quirky, out of the ordinary, and a fun place to visit, and Michael describes why that describes Nebraska to a T. He also shares what his team is doing to capitalize on that trend.

Key Trends for 2023

According to my guests, trends for 2023 include active itineraries, small-town visits, and a definite focus on seeking the simpler pleasures in life. Our discussions also touched on the importance of having professionals in the industry mentoring new team members at hotels, restaurants, and attractions where tour operators plan to visit and how that might impact the generalized staffing shortage.

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In the second episode in a special three-part series of Destination on the Left episodes from the National Tour Associations Travel Exchange in Reno, I’m sharing more insights from the group travel industry. I’m excited to share their thoughts on key trends and challenges as we move into 2023.

In this episode, you’ll hear from these extraordinary leaders:

Peter Johnson, Manager & Market Development at Tourism Nova Scotia Richard Arnold, President at Atlantic Tours Limited Tillie Youngs, Sales Manager at Visit 1000 Islands Anjuli King, Director, Domestic Group Tour & Entertainment Sales at Visit Savannah Debra Asberry, President & Founder at Women Traveling Together, Inc. Heather Egan, Director of Leisure & International Sales at Grapevine Convention & Visitors Bureau

Travel and Tourism Insight from The National Tour Associations Travel Exchange

In my interviews at the NTA, I talked with tour and travel professionals about how dynamic and resilient the group tour industry is. I asked each guest to share trends, challenges, and the future outlook for the tour industry from their viewpoint — you will find a lot of similar themes running through their answers.

Peter Johnson — Manager & Market Development at Tourism Nova Scotia

Peter discussed the number one issue they are facing in the industry right now and how Tourism Nova Scotia are moving through it. He shares what they’re doing to combat labor shortages with innovative ways to bring people back to the industry, including working closely with partner organizations.

Richard Arnold, President at Atlantic Tours Limited

The impact of COVID-19 on the group travel industry included reducing numbers on tour departures for health and safety reasons. Richard describes how this pivot has led to Atlantic Tours developing an offering of small group departures and why he believes that offering individual, unique experiences are among the key trends of 2023.

Tillie Youngs — Sales Manager at Visit 1000 Islands

Tille describes the impact straddling two countries has on her destination marketing organization. She discusses their notable collaborations on both sides of the St. Lawrence River and why they have always seen themselves as a two-nation destination. We also talked about the opportunities to collaborate and work as closely with international partners.

Anjuli King — Director, Domestic Group Tour & Entertainment Sales at Visit Savannah

There are so many great destinations that have a huge amount to offer groups, and Savannah is undoubtedly one of those places. Anjuli shares some of the trends she is seeing right now in the group tour industry, including the popularity of their black history tours. She also discusses why she believes that Georgia as a whole has opened up to new opportunities in the last couple of years.

Debra Asberry — President & Founder at Women Traveling Together, Inc.

Debra tells me about why she founded Women Traveling Together and describes the ethos of their exclusively small group women tours and why they embed a tour leader to manage group dynamics and just show guests a wonderful time. Debra also gives me her word to describe the NTA Travel Exchange, which is ‘ready’ and dives into how it relates to relationship building within the group travel and tourism industry.

Heather Egan — Director of Leisure & International Sales at Grapevine Convention & Visitors Bureau

Heather and I discuss some of the problems that have become evident in the group travel niche over recent years. She shares how her organization balances the needs of the group tourism industry with the requirements of individual travelers and why they remain committed to finding the best way to accommodate groups and maintaining key relationships in the sector.

Moving Through Challenges

These brilliant travel professionals join me in exploring key trends and challenges for 2023 and how the COVID-19 pandemic has informed what’s going on in the group travel niche right now. My guests also describe the NTA Travel Exchange in just one word, and some of the key themes you’ll hear in this episode center on partnership, invigorating the industry, and strong connections. Get ready to be inspired!

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In this episode, you’ll hear from these extraordinary leaders:

Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism
Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc.
Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum
Jay Smith – President at Sports Travel and Tours
Lee Callicut – Destination Sales Manager at Visit Montgomery
Marcel Perkins – General Manager at Latin Trails
Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission

Amy Larsen – Industry Relations Manager at Wyoming Office of Tourism

Debbie Jones – Senior Vice President & Client Relations at Trip Mate, Inc.

Eddie Lutz – Director of Sales at Ark Encounter/Creation Museum

Jay Smith – President at Sports Travel and Tours

Lee Callicut – Destination Sales Manager at Visit Montgomery

Marcel Perkins – General Manager at Latin Trails

Michael Collins – Group Tour Coordinator at Nebraska Tourism Commission

Key Trends for 2023

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Sarah Howe has a 25-year career leading marketing and sales for organizations of varying industries, each with its own thread in the love of the outdoors. Her joy is ignited by energizing teams around common goals and passion projects, building support through stakeholder involvement, creating clear and effective messaging, as well as giving back to the community.

She currently holds board member positions with the Vermont Lodging Association, New England Inns and Resorts Association, Accelerate Woman Leadership in Hospitality, and StepsVT (Steps Against Domestic Violence). Sarah is an avid downhill skier, sailor, hiker, mountain biker, or anything else outdoors.

On this episode of Destination on the Left, Sarah and I discuss the importance of forging strong connections with both guests and staff at the Lake Morey Resort and how it has helped them strengthen their positioning within the community. Sarah also describes some of the unique community partnerships her company is building and how they help them deliver a better experience for guests and staff alike.

What You Will Learn in this Episode: * Sarah’s background in the hospitality industry * Innovations that have helped the Lake Morey resort stand out from the crowd * When Sarah realized it was critical to consult the resort’s staff on what they felt was the heart of the resort * How Sarah communicates a sense of connection to attract new guests to the resort * Why Sarah is keen to encourage people to communicate with her where their comfort level, be that email, phone, or text message * Creative solutions Sarah has come up with to help her destination move through recent challenges * Why reaching out to your peers in the industry can help you determine how to make long-term changes * Exciting things in the pipeline for Sarah and Lake Morey Resort * How Sarah and her team are leaning into their community partners

Connectivity Sarah shares why she appealed to the resort staff to understand what makes Lake Morey resort different. She shares how the team came up with their slogan, ‘you come as friends, and you leave as family,’ and why it’s important to her that guests leave connecting more deeply with each other. Sarah discusses how she leaned into that philosophy in her marketing and updated their website and printed materials to highlight how important connectivity is at Lake Morey.

Creativity in the Face of Challenge Sarah and I discuss how COVID-19 inspired her team to take a step back and look at how they were doing things and really try to be creative. Change can be hard, but once you start making change, the next change is easier and opens those doors and lets the creativity flow.

Sarah describes how the input from other hospitality leaders in Vermont and New England helped her team to really understand what was happening and what was working and what wasn’t. Creativity often involves stepping out of your comfort zone, starting new projects, and embracing creativity.

Community Partnerships Looking into the future, the team at Lake Morey is most excited about their community partnerships. Although they offer their guests a fun and engaging time at the resort, they are planning to offer other community engagement opportunities too.

They also plan to grow their free outdoor concert series and extend their winter markets and trivia nights. The Lake Morey resort is being creative and offering different experiences to different types of people so that the whole community can come and enjoy themselves.

Resources: * Website: https://www.lakemoreyresort.com/ * LinkedIn: linkedin.com/in/sarah-howe-20032005 + https://www.linkedin.com/company/lake-morey-resort/ * Facebook: https://www.facebook.com/lakemoreyresort

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Bree Nidds is a tourism, travel, and hospitality professional. She is often found speaking, facilitating, and presenting as one of tourism’s biggest advocates. She is Vice President of Sales & Operations at Discover Lehigh Valley, where she resides in Allentown, Pennsylvania.
Bree was honored with the Smart Meetings Catalyst Award: Rising Star in 2021 and has been named “20 in Their Twenties” by the Professional Convention Management Association and “30 under 30” by Destinations International. In her free time, Bree enjoys competing in triathlons and swim competitions.

On this episode of Destination on the Left, I talk with Bree Nidds about the importance of the travel industry working collaboratively to elevate travel in the minds of consumers. She shares her insights about how in-market advertising helps drive visitation and why working collaboratively in the meetings builds enhanced future visitor numbers.

What You Will Learn in this Episode: * Bree’s journey in destination marketing and how her previous experiences lead her to Lehigh Valley * What’s coming up for destination marketing organizations in the spring, and how we can prepare our teams for the future * Creativity in the tourism and hospitality industry space and what Lehigh Valley is doing to help their destination stand out from the crowd * How community building became a part of Lehigh Valley’s marketing strategy * Some of the things in the pipeline for Bree and Lehigh Valley * How Bree and the team use data to drive their marketing strategy * The collaboration that saw Lehigh Valley hosting an inaugural cycling event involving 1500 riders * Bree’s advice for setting the groundwork for a successful collaboration or partnership * How Bree sees the future of destination marketing evolving in 2023 and beyond

Travel as a Consumer Priority People have so many choices about where they spend their money, and destination marketers need to understand where travel ranks on that list of people’s priorities. On the podcast, Bree shares why it’s a personal goal of hers to look beyond how Lehigh Valley is competing with other destinations and understand how we compete with other industries.

Marketers help travel and tourism to remain a high-ranking option on visitors’ to-do lists. In the industry, we need to think about the bigger overarching story we need to dig into as a community to stand out. Collaboration is the key to bettering ourselves in destination marketing, and Bree explains why, in Lehigh Valley, they are keen to leverage as many opportunities as possible.

Data-Driven Insights We dive into the data and discuss the valuable insights it generates about a destination. Bree shares why their partners are interested in that information and why the COVID-19 pandemic gave them the impetus to look at the figures and understand the forecasting.

She goes on to describe how that information allowed Lehigh Valley to think about what their destination needs to do to gather the right data and use it in a resourceful way to make decisions about their tourism economy.

Moving Forward into 2023 Bree and I also talk about why she is so excited about moving forward into 2023 and the development in terms of their hotel room supply coming into the market. She discusses Lehigh’s impressive growth over such a short period, what that means for their tourism economy, and how it drives their marketing strategy.

Resources: * Website: https://www.discoverlehighvalley.com/ * LinkedIn: https://www.linkedin.com/in/bree-nidds/ + https://www.linkedin.com/company/discover-lehigh-valley/ * Facebook: https://www.facebook.com/lehighvalleypa * Twitter: https://twitter.com/lehighvalleypa * Instagram: https://www.instagram.com/lehighvalleypa/ * Youtube: https://www.youtube.com/user/DSCVRLehighValley

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Camille uses her creative magic with words combined with strategy to create and execute high-quality marketing campaigns for Break the Ice Media’s clients. She approaches projects by looking at the big picture, whether as a project manager, writer, or problem solver. She oversees accounts and provides strategic direction for destination clients and their stakeholders, as well as directing and executing Facebook advertising campaigns. When Camille’s not at work, she loves experimenting with new craft projects and playing clarinet in a community orchestra. She also sits on the board of a local non-profit organization focused on personal growth, providing strategic marketing and direction.

On this episode of Destination on the Left, I talk with Camille Zess. Camille is part of the Break the Ice Media team, and she joins me on the show to share her expertise in digital marketing. She discusses how one of our tour operator clients rejuvenated their marketing after the COVID-19 pandemic and gives examples of how she was able to work with them to spread their message. Camille also dives into the details of how you can prepare your marketing plans for 2023.

What You Will Learn in this Episode: * How Camille approaches planning for a digital campaign * Why it’s essential to ensure your strategy aligns with the goals of your business * How digital advertising helps companies find customers even when they’re in the dreaming and planning stage * Real-life examples of how Break the Ice Media has had great results from the digital marketing strategies and tactics Camille has implemented * Tips for optimizing a landing page for conversion * The importance of looking after your existing customer database * What kinds of tweaks Camille is considering for digital advertising campaigns moving into 2023 * How to download the Break the Ice Media guide: Facebook & Instagram Advertising for Tourism Marketers

Your Digital Marketing Strategy Client work always starts with strategy — we need to ensure that everything we’re planning aligns with the business’s goals and focuses on their target audience. Digital advertising follows the customer journey on their path to booking, from their spark of inspiration when they start dreaming about where they’re going to go to the planning and booking phase and finally experiencing their destination and sharing their reviews.

So as part of the marketing team, we need to consider strategies that will reach people dreaming of a vacation to find your destination, product, or service.

Optimize Your Landing Page Landing pages are so crucial for every kind of marketing campaign, but a true landing page has no additional navigation. It doesn’t give the user any opportunity to click away from the information we want them to interact with. On your landing page, it’s essential to include great visuals and a call to action as high on the page as possible — to guide visitors to take that action.

Should You Still Be Advertising on Facebook? Facebook has its flaws, and there has been a certain amount of controversy about the platform, but it’s still such a valuable channel that gives good results. In 2021, prices increased in terms of cost per click and cost per result on Meta’s channels but compared to many other types of digital media advertising, they are still relatively cost-effective.

Resources: * Website: www.destinationontheleft.com * Website: https://breaktheicemedia.com/ * LinkedIn: https://www.linkedin.com/in/nicolemahoney * Twitter: https://twitter.com/MahoneyNicole * Camille’s Whitepaper: www.breaktheicemedia.com/social-media-advertising

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So as part of the marketing team, we need to consider strategies that will reach people dreaming of a vacation to find your destination, product, or service.

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Kathy Condon is a travel writer who has visited 29 countries, 49 States, and 16 islands. She formally trained throughout the nation on face-to-face networking. When the pandemic hit, she made the decision to become a travel writer and made a solid base while sequestered at home. Now Kathy is using her face-to-face networking skills to make a thriving travel writing career.

On this episode of Destination on the Left, I talk with Kathy Condon, a travel writer who used the COVID-19 pandemic as a chance to start a totally new career in a niche she loves. Her dedication to the craft and her finely honed networking skills have ensured that her travel writing business has progressed at a tremendous pace. Kathy also shares her tips for building productive relationships with PR professionals and how she has raised her professional profile using Google Maps.

What You Will Learn in this Episode: * Why the pandemic prompted Kathy to pivot from her career in face-to-face networking into travel writing * How Kathy works with businesses and destinations to help them stand out from the crowd * How her previous career in networking has opened up new opportunities * Why trust is an integral part of how Kathy works with PR companies * Creative solutions that Kathy found to overcome the challenges of creating a travel-based business as the industry is recovering from a pandemic * Why Kathy believes that for destinations, a travel writer is a better investment than a social media influencer * How Kathy leverages Google Maps as a tool to showcase her skills * The opportunities that have come Kathy’s way because of her commitment to building genuine relationships

Visiting Underexposed Destinations On the show, Kathy describes why she is so fascinated by so-called secondary cities. She shares some of the incredible, off-the-beaten-track places she has explored and dug deep into to find their hidden gems. Kathy highlights that PR companies are usually thrilled to work with her because of her willingness to delve into what makes an underlooked destination so unique.

We also discuss how Kathy’s previous career as a trainer and coach on face-to-face networking skills has made getting her new business off the ground so quickly possible.

Unexpected Ways to Attract Visitors If you’re trying to attract people to a destination that doesn’t usually top the ‘must visit’ lists, you have to be creative in your marketing. Kathy explains why travel writers provide the most bang for your marketing buck because of their skill as storytellers. We discuss the value that writers like Kathy provide, including increasing a destination’s visibility on social media and using clever tools such as Google Maps to add pictures and reviews.

Writing Ethically Authentic travel writing is firmly based on the writer’s experience of a destination, and Kathy is very clear about where she stands ethically on only writing about places she has visited herself.

We discuss the importance of staying true to your values as a travel writer in everything that you do professionally. Kathy describes why when she approaches new publications or PR organizations to pitch a story, she always commits to spending real time in a place and understanding what it offers. We also touch on the fact that as glamorous as being a travel writer seems, it can also be hard work with lots of time spent on the road.

Resources: * Website: https://www.palmspringsinsiderguide.com/ * LinkedIn: https://www.linkedin.com/in/kathycondon/ * Facebook: https://www.facebook.com/PalmSpringsInsiderGuide/ * Twitter: https://twitter.com/Kathy_Condon * Instagram: https://www.instagram.com/palmspringsinsiderguide/ * Youtube: https://www.youtube.com/channel/UCWdXhvS_rm9lBgNARxMcLTQ

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We also discuss how Kathy’s previous career as a trainer and coach on face-to-face networking skills has made getting her new business off the ground so quickly possible.

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Alex Bickers, President and Creative Director of Reveal Events Group, is an award-winning event producer and creative consultant. He is driven by creating the best experience for his clients, team, and, ultimately, the audience.

In September 2020, he was named the Meeting Planners International (MPI) BC Chapter Event Planner of the Year. In April 2021, he was listed for the second time as one of the top 250 Canadian Event Professionals by BizBash, and the top 30 Canadian Event Producers and Designers. In July 2002, Alex was named Event Professional of the Year by the International Live Events Association (ILEA) Vancouver Chapter.

In 2019, Alex was awarded the coveted title of Canadian Event Professional of the Year by The Canadian Event Industry Awards, which are the hallmark of achievement in the Canadian event and meeting industry.

On this episode of Destination on the Left, I talk with Alex Bickers about his 25 years in the events industry and why he loves creating joyful experiences for his guests. He shares his outlook on virtual and hybrid, and live events in the future. We also dig into community building, and Alex describes some fabulous celebrations hosted by and for the Vancouver event industry.

What You Will Learn in this Episode: * The philosophy behind the Reveal Events Group * The event that kicked off Alex’s fascination for live-scale productions * Why creating joyful experiences is at the core of what Alex and his team do * How events organizers are demonstrating their creativity in the meetings industry space * How the events industry has changed in the post-COVID-19 world and whether the innovations we’ve seen are here to stay * Why we’re seeing such massive demand for a return to in-person events, particularly in the run-up to Christmas 2022 * A specific example of how Reveal Events Group has innovated at the World Indigenous Suicide Prevention Conference to support attendees * How to connect with Alex and his team

Using Technology Creatively The technology that enables us to serve clients’ needs in a very tailored way has come on in leaps and bounds, and the way people work today means that event organizers can work around the needs of several different subsets of event attendees.

On the podcast, Alex describes the pent-up demand for live events and the effect on people of having to miss out on in-person interaction. We talk about the huge demand in 2022 for face-to-face conferences and hybrid events, and Alex shares the kinds of creative touches that event producers are making to differentiate themselves from the competition.

Global Relationships We discuss the upsides of being forced to develop global relationships due to the pandemic and how the Reveal Events Group has been able to create some exciting projects. Alex shares that his company has been able to establish bonds with organizations in the UK, Asia, and Australia because much of the world has turned to virtual events for so long. Now, there are no borders for businesses — from their studio in Vancouver Reveal that can work their magic across the world.

Themed Events Alex also shares his opinions on the importance of collaboration in the travel and tourism industry. He gives a fantastic example of one of the collaborations in which he has been involved — the Vancouver event industry holiday party dating back to his time as President of the International Live Events Association (ILEA). Alex discusses how the team was able to bring together professionals from across the industry to create fabulous themed events, even inviting guests through the wardrobe into the fictional snowy world of Narnia to celebrate the winter holidays.

Resources: * Website: www.revealeventsgroup.com * LinkedIn: https://www.linkedin.com/in/alexbickers/

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Leah is the Chief Marketing Officer for the Puerto Rico Destination Marketing Organization, Discover Puerto Rico. As CMO, Leah is responsible for providing strategic marketing leadership for the organization, overseeing the DMO’s paid media, creative, public relations, brand development and management, and digital strategy.

Before her move to San Juan, Leah was the Chief Marketing Officer for Explore Branson, where she led the growth of the community’s tourism industry for five straight years, repositioning the destination’s brand and posting back-to-back years of record ROI for the organization’s marketing program. In previous years, Leah led the Missouri Tourism account at H&L Partners, the agency of record for the Missouri Division of Tourism. In this role, Leah developed and guided the strategic direction of the Divisions marketing, managing paid and earned media, creative and interactive development, and campaign implementation. Leah led Missouri Tourism’s brand repositioning effort in 2013, introducing a new brand identity and corresponding campaign featuring Enjoy the Show.

Leah is a travel and tourism industry veteran, having directed the Indiana Tourism account for five years prior to joining H&L Partners. Leah earned her Certified Destination Management Executive (CDME) credential in 2014. This designation from Destinations International is the tourism industry’s highest individual educational achievement.

On this episode of Destination on the Left, I talk with Leah Chandler, who describes what community lead tourism means to the team at Discover Puerto Rico and how they have built partnerships across the island and internationally. She shares how her organization is building brand equity through creative collaborations, including establishing a Pantone color called Puerto Rican sunshine, teaming up with a UK fashion designer for New York Fashion Week, and pitching and landing a Spanish language countdown with Dick Clark’s New Year’s Rockin Eve with Ryan Seacrest that was hosted and broadcast from San Juan.

What You Will Learn in this Episode: * Leah’s experience of building a brand new DMO in Puerto Rico * The things that ensure Puerto Rico stands out from the crowd including encouraging visitors to connect meaningfully with the island and its culture to give them a feeling and emotion that they can’t get at home via their Live Boricua campaign * How Leah and the Discover Puerto Rico team apply their points across a variety of verticals * How they have moved through the challenges of the last five years, including political unrest, an earthquake, and a global pandemic, as a new DMO and how their crisis playbook helped them * Leah’s advice for listeners building an organization from the ground up * Some of the collaborations and initiatives that Leah is excited for in the future * How a cold call resulted in Discover Puerto Rico landing the first Spanish language countdown with Dick Clark’s New Year’s Rockin Eve with Ryan Seacrest, which was hosted and broadcast from San Juan.

Building a Brand Tourism destinations aren’t always considered a brand, but according to Leah Chandler of Discover Puerto Rico, they certainly are a brand. She describes why it can be hard for a brand to develop equity when it’s constantly changing and how her team is creating a space in potential visitors’ minds for the type of experiences they can have in Puerto Rico.

Leah also highlights the importance of finding Puerto Rico’s point of differentiation, which is the culture, and ensuring everything the DMO does ladders up to that positioning throughout all of its messaging, earned media, and paid channels.

Research At Discover Puerto Rico, they are super serious about their research and data to ensure that before they put something into the market, they can be confident of what consumers are looking for. This is how the idea for the Live Boricua campaign was born – the term is used to signify someone of Puerto Rican heritage and brings to mind a way of life, a spirit, and a flavor of the island.

Leah shares how the concept highlights how visitors can enjoy Puerto Rico like a local and acts as a love letter to the island, its residents, and its visitors.

International and National Partnerships We dive into some of the creative collaborations that Discover Puerto Rico has been involved in, including an innovative project that involved distilling the unique color of Puerto Rican sunshine, then working with the Pantone Colour Institute to turn it into a Pantone color they could leverage across several different verticals and work streams. Some of the partnerships that enjoyed this infusion of Puerto Rican sunshine included New York Fashion Week with designer Christian Cowan, an eco-friendly paint brand, and a local popsicle shop.

Resources: * Website: www.discoverpuertorico.com * Facebook: https://www.facebook.com/DiscoverPuertoRico * Instagram: https://www.instagram.com/discoverpuertorico/ * Twitter: https://twitter.com/discover_PR * Email: leah.chandler@discoverpuertorico.com

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Alvaro is a Creative with diverse talents and accomplishments. He co-founded CRANT, a creative machine learning company that has become one of the most innovative companies in Brand Intelligence Marketing today. They have developed an AI-backed platform that helps brands improve their Brand Love and DEI (Diversity, Equity, and Inclusion) strategies by using machine learning on public data to make their programs trackable and actionable, allowing brands to be methodical in finding insights and making decisions about how best to serve their communities on a daily basis.

His over 35 international awards, including Cannes Lions, Effies, Webbys, Clios, and more, led him to lead Miami Dade Beacon Councils’ “Created in Miami” program to turn Miami into a diverse Crea-Tech capital.

Alongside his friend and Indycar race car driver Tatiana Calderón, he also started the Ladies Start Your Engines program, which helps girls worldwide have a fair chance to succeed in a world designed for men.

On this episode of Destination on the Left, I talk with Alvaro Meléndez about his new company CRANT, which stands for Creativity and Technology, and why he was inspired to start the business. He shares insights on how brands can help transform people and why being purpose-driven and mission-focused is critical. We discuss brand love, what it really means, and how focusing on one thing leads to more customers.

What You Will Learn in this Episode: * What got Alvaro to where he is today in the travel and tourism industry * Why being exposed to a range of cultures and people fosters creativity when you get all those different inputs * Marketing campaigns in Alvaro’s early career that inspired him to think more deeply about branding * Alvaro explains the rationale behind focusing on the upper funnel and lower funnel in marketing * Using data to be able to measure the efficacy of your branding * How listeners can use CRANT to help them stand out in a noisy marketplace * What brand love is, how to grow it, and how to measure it * The project that Alvaro and his team are working on to help make the world more diverse, equitable, and inclusive

Improving Data Collection Alvaro started CRANT to combine all the branding frameworks he had learned over the years, including new technologies such as AI and all the data in the digital space. His tool helps marketers track and measure what they are doing on a brand level. Marketers often avoid doing brand studies because they are so expensive and are, therefore, unable to demonstrate progress in digital campaigns.

Defining Your Brand The theory behind defining a brand can be complex. Alvaro describes why they went right back to basics and began thinking about why every brand has the same end goal, which is to be relevant and to mean something to people so that they are willing to exchange time and money for a service, experience or product. Brands must have a promise or purpose that is very well defined and offers a solution to its customers.

Be Mission Focused Standing out in a crowded marketplace is tough, so CRANT is super purpose-driven, which has helped them stay very authentic, very humble, and very mission-focused. Often the problem is that brands have difficulty tracking their output or finding ways to be more relevant, more engaging, and different.

Alvaro describes why they focus on what they call a very narrow doorway with their marketing and do just one thing really, really well. He explains why niching down has attracted even more right-fit clients, particularly in the travel and tourism business.

Resources: * Website: www.crant.ai * LinkedIn: https://www.linkedin.com/company/crant/

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Willma Harvey has more than 25 years experience in the tourism industry. She is Director of Sales and Business Development for River Parishes Tourist Commission in Louisiana. Proud to be born and raised on the Mississippi Gulf Coast, Willma is passionate about her region and promoting destinations. She has her Master’s Degree in English and is currently collaborating with movie and film industry professionals in her position as Director of Sales and Business Development.

On this episode of Destination on the Left, I talk with Willma Harvey, Director of Sales and Business Development for River Parishes Tourist Commission in Louisiana. She shares the story of over 25 years in the tourism industry and walks us through her region’s decision to change their brand from Plantation Country to River Parishes. Wilma also shows us why it is essential to know what is indigenous to your region and how leaning into it will help your destination stand out from competitors. We also discuss a creative collaboration that Wilma created recently, and she gives us a great recipe for setting successful collaborations.

What You Will Learn in this Episode: * Willma’s journey in the travel and tourism industry, including her role as the first eco-tourism sales manager in the United States * Willma’s experiences in creating innovative experiences that attract new visitors to her region * Some of the cutting-edge sustainable and wildlife events that Wilma has organized * Why it’s important to know what your competitors offer visitors * How they capitalize on the elements indigenous to the River Parishes Tourist Commission region * Why they decided to rebrand their destination in 2020 in the wake of the movement against social injustice in the US * The project on developing policies and procedures for film and movies that Willma is excited about right now and how the interest in the River Parishes region as a filming destination developed over the years * The coopetition tour encompassing several neighboring parishes that Willma was excited to be part of recently

Understanding Your Competitors’ Offer Willma shares why she makes it a priority to know what her competitors have to offer visitors. She shares her in-depth knowledge of the Deep South coastal regions and the various tourism products in Mississippi, Louisiana, and Alabama. She outlines how that knowledge allows her to offer tour operators, or meeting planners, a great product because she knows how to collaborate with local partners (and competitors) for the visitors’ benefit.

Moving Through Challenges We discuss a recent challenge that Willma’s team in Louisiana had to work through in making the difficult decision to change their brand from Plantation Country to River Parishes. Willma explains why it was such a big challenge but also why they viewed it as an inevitable change they would have to make. She shares why they decided to move quickly rather than go through a long brand analysis process and whether they got any pushback from local people on the rebrand.

Your Destination in a Movie The Deep South has always been popular as a movie destination. Willma describes some of the film and TV collaborations she has been involved with in the River Parishes region. She explains the importance of building relationships with key players to ensure that your region stays top of mind when they’re searching for the right location for their next project.

Of course, if you’re hoping to attract Netflix or movie companies, you need to have the organizational infrastructure to make a collaboration run smoothly. Willma outlines her role in developing policies and procedures for films and movie companies coming to her area and explains why River Parishes decided they needed to have a strategic plan in place for dealing with those inquiries.

Resources: * Soul of South Louisiana – PDF Brochure * Andouille Trail * Take The Trail | 1811 Slave Revolt * Plantations Archive – Louisiana’s River Parishes * Bonfire Country – Louisiana’s River Parishes * Civil Rights Trail District

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Jay Kinghorn leads Zartico’s data and analytics team, helping destination marketing organizations (DMOs) use data-centered insights to market and manage their destinations more effectively.

Zartico’s mission is to provide the clearest perspective of the visitor economy. As the world’s first Destination Operating System®, Zartico combines science, technology and domain expertise to create SMART destinations and positively impact communities. Through its proprietary integrated data model, Zartico answers the “why”. With decades of destination and travel experience, Zartico is uniquely positioned to lead the transformation from global destination marketing to global destination leadership.

Jay was previously the Associate Marketing Director at the Utah Office of Tourism, where he led the agency’s content, social, marketing analytics, and digital marketing initiatives. In 2017, Jay received the Peter Yesawich Award for marketing excellence from the Travel and Tourism Research Association and MMGY Global.

Jay is a Colorado native living in Salt Lake City, Utah, with his wife and two children. He enjoys trail running, watching his son’s soccer games, and skate skiing.

On this episode of Destination on the Left, I talk with Jay Kinghorn about the challenges that DMOs face when trying to interpret data. He shares how the right tools can help destinations make better decisions that will lead to better outcomes for their communities. Jay also describes the five foundations for the contemporary DMOs that he hopes will solidify into industry-wide standards in the not-too-distant future.

What You Will Learn in this Episode: * How Jay transitioned from photography into travel and tourism * Three reasons Jay and his partners were motivated to start Zartico * What a Destination Operating System is and how it helps you understand the rhythms and the flows of your destination * What the three core data sets can tell a DMO about their visitors * How to use data to introduce visitors to new opportunities within a community * The five foundations that will help to solve a DMOs marketing challenges, including demand generation, visitor distribution, economic opportunity, accountability, and stability

Destination Operation Systems Jay shares why he didn’t want Zartico to be just a passive reporting platform but something that helps you understand your destination’s rhythms and flows. He describes why the critical components within their destination operating system rest on three core data sets – anonymized geolocation data, anonymized credit card data, and predictive event-related data, all of which help you understand visitor data.

Storytelling We discuss how destination operating systems can really make an impact and help drive visitors from big attractions into smaller local businesses. DMOs have leveraged digital tools to become expert multimedia storytellers to communicate the story around the people, places, experiences, and historical and cultural touchstones that make your destination unique.

A DMO can play a vital role in layering in how to have a local experience and experience the unique cultures that form part of the region. DMOs need to think creatively about how to tell their stories, and that’s where Zartico’s operating system connects the dots between actions and outcomes.

The Future Framework According to Jay, the five foundations that will help to solve a DMOs marketing challenges are demand generation, visitor distribution, economic opportunity, accountability, and stability. He shares why he hopes that DMOs will start to adopt this as a framework and help flesh it out so that, as an industry, we can grow around the five foundations by understanding how the data can help you strategically drive demand in your location.

Resources: * Website: https://www.zartico.com/ * LinkedIn: https://www.linkedin.com/company/zartico/ * Facebook: https://www.facebook.com/ZarticoWonder * Twitter: https://twitter.com/ZarticoWonder * Instagram: @Zarticowonder * Five Foundations Landing Page: https://www.zartico.com/five-foundations

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Scott is a longtime travel industry data guru, having served in senior executive roles at United, Adara, and Orbitz. He was instrumental in the founding of Orbitz and is CRO at Journera, which has been recognized as one of the World’s “10 Most Innovative Travel Companies“ by Fast Company and a “Technology Pioneer” by the World Economic Forum. Participating companies include United, American, Hyatt, Hilton, Marriott, IHG, and many others.

On this episode of Destination on the Left, I talk with Scott Garner, Chief Revenue Officer for Jounera, about the brand’s unique data collaboration model that sees hotels, destinations, and airlines working together. He describes how the shared data helps marketers to create a 360-degree view of the travelers’ journey, identify potential customers and anticipate their needs seamlessly.

What You Will Learn in this Episode: * How Journera facilitates seamless travel experiences and how they got the six big founding partners on board * Why competing travel brands come together and share data to learn how the consumer is moving through the planning and purchase stage of travel and arrival * How to focus on the areas of common interest and common benefit when creating a partnership * How to foster communication and collaboration in the travel industry while still allowing brands to retain their uniqueness * What Journera does with the data to benefit and provide those solutions for their clients * The importance of data in digital marketing in the travel industry * What historical data tells you a lot about a person’s future behavior and how that helps marketers in the travel and tourism industry

Collaborating with Shared Data Journera was founded to take advantage of the insights that the travel and tourism industry can take from sharing data to make the visitor journey as seamless as possible. Scott talks about why it’s so important to bring together travel companies, even companies that are competitors, for the common good, which is to make the travel experience better. Travel involves piecing together many components, and you need companies, from airlines to car rental agencies, to enhance the traveler experience, and sharing data is the way to do that.

Retaining Uniqueness There are times when Journera partners compete fiercely against one another, but there are also times when they’re stronger and need to collaborate and work together to create more efficient marketing solutions. Scott describes how he and his team create a win-win scenario while also being mindful that there are some parts of that relationship that have to be fenced off. The critical thing is to focus on the areas where cooperating benefits everybody involved, especially the consumer.

Using Data to Move Forward At the core of what Journera does is assess data and then distill the findings to make them more usable in a marketing context. Scott describes how the team integrates individual partners’ data into their broader digital ecosystem, enabling marketers to target their potential visitors with greater precision. He outlines how data drives intelligence, which in turn helps DMOs make sound investment decisions to put themselves in the best position to move forward with confidence.

Resources: * Website: https://journera.com/ * LinkedIn: https://www.linkedin.com/company/journera/ * https://www.linkedin.com/in/scott-garner-8504942/ * Twitter: https://twitter.com/journera

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Michelle Ng brings people closer together by creating rewarding experiences through her two businesses – Vancouver Foodie Tours and Granville Island Gifting. Forbes has named Vancouver Foodie Tours one of the top 9 food tours in the world. They offer food walking tours, introducing guests to the culinary gems, vibrant cultures, and history that make Vancouver unique.

Michelle’s second business, Granville Island Delivery Co, was founded at the start of the pandemic as a way for the community to support local artisans and to send Granville Island gift boxes to friends and colleagues. Michelle has been recognized by The Entrepreneur magazine and Vancouver Sun for her contributions to uplifting the community during the pandemic.

What excites Michelle the most? She loves to generate happiness and appreciation by creating rewarding experiences that uplift the community. Michelle’s story is of resilience and optimism.

On this episode of Destination on the Left, I talk with Michelle Ng about how she built her Foodie Tour business over 12 years and how her pandemic pivot led to the formation of a second company. She shares what she sees as a successful food tour in other destinations and why technology is core to both of her business’s success. We also dive into a collaboration Michelle kickstarted involving other small tour operators and how that collaboration has subsequently resulted in an injection of funding.

What You Will Learn in this Episode: * Michelle’s journey and how she got to where she is today with her two businesses * How food has a magical power to bring people closer together and break down barriers * What happened to Michelle’s business when the COVID-19 pandemic hit North America * How the Granville Island Delivery Co. came into being to serve the local community * How Michelle evolved the design and marketing of her tours to better suit visitors who don’t know anything about Vancouver * Michelle gives an insight into her most popular tours and why visitors love them * How technology has enabled Michelle to be able to run a successful business * The part collaboration has played in spreading the word about Michelle’s businesses and attracting visitors * Michelle shares her advice for listeners hoping to grow and scale their business

Refining Your Business Michelle Ng, founder of Vancouver Foodie Tours and Granville Island Gifting, shares why she is constantly in the process of tweaking and refining the experience she offers her customers. She describes why it is so important to her to be constantly listening to her customers, what they’re asking for and what they’re interested in. Pursuing excellence and creating rewarding experiences is very important to Michelle, and she highlights why it’s at the core of what she does as a business owner.

Creating a Network We discussed how Michelle got involved with her local destination marketing organization and details the two most effective steps she has taken to develop her business. She walks us through what she has learned from some of the world’s most successful examples of food tours. Michelle also shares how the DMOs in Vancouver, in British Columbia, and in Canada have supported her work and provided access to the international markets by showing her how to pitch and win the business of tour operators worldwide.

How Collaboration Led to Collective Success Both of Michelle’s businesses are built on a foundation of collaboration, and she shares how that has contributed to her success. Michelle describes why she really believes in uplifting the community in everything she and her team do and why, whenever they are looking at partnerships or any other business decisions, they’re striving to create win-win relationships. They view their foodie tour experiences through the lens of setting up an experience, interaction, or initiative in a way that serves everybody that’s involved.

Michelle also shares why she reached out to some of the small group tour companies in the city, who she felt were giving the highest quality experiences in the city, to suggest they form the Experience Vancouver Group so they could learn from each other and share their expertise.

Resources: * Website: https://foodietours.ca/our-story/ * Facebook: https://www.facebook.com/VancouverFoodieTours/

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Kelly Blazosky is President of Oneida County Tourism & Founder/Partner of Adirondack Barrel Cooperage. She is an experienced President with a demonstrated history of working in the non-profit organization management industry specializing in Destination Marketing. Kelly is skilled in Nonprofit Organizations, Advertising, Marketing Strategy, Public Speaking, and Tourism.

On this episode of Destination on the Left, I welcome Kelly Blazosky back to the show. Kelly was my second guest way back in 2016 when the podcast launched, so I’m excited to learn more about her journey in destination marketing since then. Kelly also shares her three-prong approach to marketing Oneida County and explains why moving from generalized messaging to specific detailed messaging has helped her county stand out from the crowd.

What You Will Learn in this Episode: * The learning curve for Kelly in moving from destination marketing in Ohio to New York State * How Oneida County is standing out from the crowd as a destination * How to lean into partnerships to attract visitors to a broader region * The framework that gives Kelly’s team a clear-cut way to execute their marketing campaigns * Past challenges and the creative solutions that Oneida County Tourism found to move through them * Why Kelly and her team find so much value in working with an external marketing agency * Some of the exciting things that are coming up in Oneida County, including the new cheese trail * How DMOs can help, support, and be part of the community they’re in

Oneida County’s Marketing Framework Kelly explains how her community has found that when it comes to consumer engagement across the various marketing platforms, it’s most effective to focus their efforts on three things; events, experiences, and exhibitions. She and her team have found that it pays to be very specific in their messaging and regularly highlight particular art exhibitions or events happening in the area.

We also discussed how she overcame resistance to that approach and was able to show that by stepping outside of the box, they were able to attract potential visitors’ attention.

Creative Collaborations Kelly and I discussed some of Oneida County’s current collaborations, including their partnership with the Munson-Williams-Proctor Art Institute (MWPAI), a wonderful free museum housing paintings from artists from Van Gogh to Pollock. She describes how the MWPAI moved to a changing exhibition model and began planning them further out, which enabled Oneida County Tourism to prepare promotions and highlight the events, such as curated talks and lunch and tea events.

This is just one of the ways that they can work within their framework and attract people to engage with the specific events that interest them. It also means that when they’re talking with their other partners locally, they can direct them to the month-by-month programming for a particular exhibition which gives them more to talk about and helps them evolve.

Building Partnerships Finding the right partner to collaborate with can often be a sticking point for DMOs, so Kelly shares her best practices and advice for listeners planning to create their own collaboration. She shares the importance of first defining which market you’re developing the product for, travel, trade, international, or domestic, then finding who are ready for those kinds of visitors.
We talk about why a key part of collaboration is finding common threads that have some relation to the story you want to tell and demonstrating why creating a well-rounded experience helps draw visitors by giving the DMO a better product to promote.

Resources: * Website: https://www.oneidacountytourism.com/ * LinkedIn: https://www.linkedin.com/company/oneida-county-tourism/ * https://www.linkedin.com/in/kelly-blazosky-66a08120/ * Facebook: https://www.facebook.com/oneidacountyny/?ref=ts * Twitter: https://twitter.com/oneidacountyny * Youtube: https://www.youtube.com/user/getawayregion

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Karen Kuhl is the Executive Director at Cayuga County Convention and Visitors Bureau. She is a tourism and management professional with hospitality and F&B experience and has 15 years of experience as a tourism destination manager. As the former Director of Tourism and Hospitality Operations for Selva Negro Ecolodge and as Owner of Tastefully Nicaragua, she focused on sustainable tourism in Matagalpa, Nicaragua. Her responsibilities included: marketing, sustainability certification process, human resources, long-term planning, and itinerary management. Karen’s experience in the public and private sectors makes her an excellent advocate for the Cayuga County CVB’s role in marketing and product development in the tourism industry.

On this episode of Destination on the Left, I talk with Karen Kuhl, Executive Director for the Cayuga County CVB. Karen shares the programs her destination is currently working on and how their offerings are evolving as they dive deeper into how the internationally known abolitionist Harriet Tubman lived and worked in the region. Karen’s team is also making a significant impact in DEI in the rural community and championing and supporting economic development as much as possible.

What You Will Learn in this Episode: * Where in the world Karen has worked, and what brought her back to the US * An overview of Cayuga County, where it sits, and what it offers * The importance of Harriet Tubman to Cayuga County and Auburn and how the CVB is using the significance of this historical figure to stand out from the crowd * Why it’s critical to build a solid foundation of DEI * Their Harriet Tubman initiatives and how they are evolving * How Cayuga County is promoting and elevating Black-owned businesses in their community * The challenges and obstacles Karen has worked through and creative solutions that have helped her team navigate them

An Important Legacy Karen describes how her destination, the Cayuga County CVB, draws visitors in through their connection to the internationally famous American Abolitionist, Harriet Tubman, and how they use that link to elevate and support economic development in the region. We discuss how Karen and her team live Harriet Tubman’s legacy in Auburn by ensuring that the principles of diversity, equity, and inclusivity were built into the DNA of their organization.

An Evolving Story The visitor experience in Auburn is a thriving story that continues evolving as the CVB finds out more and more about the businesses that were in town while Harriet Tubman would have engaged with them. Karen has also made a concerted effort to identify the broader individual Harriet Tubman was and uncover the human connection that so beautifully reveals all the facets of her character from the conductor of the Underground Railroad to a military leader, spy, nurse, and forger.

We discuss why it’s important as a destination marketer to appreciate all facets of why visitors might want to connect with a historical character and how CVBs can form partnerships that help them dig through the data to paint a fuller picture.

Authenticity and Purpose Karen shares how her organization works with local businesses and community leaders to share their message, including putting together a grant to support the promotion of events around the Harriet Tubman bicentennial year in 2022. We also dive into why the tourists of today and tomorrow are traveling with a focus. And the importance of building a solid and authentic foundation as a destination and living it through your decisions.

Resources: * Website: www.tourcayuga.com * LinkedIn: https://www.linkedin.com/in/karen-kuhl-4b139070/

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For the second episode in a special two-part series of Destination on the Left episodes, I talked to ten inspiring leaders in the world of destination marketing all about successful partnerships that their destinations are taking forward into the post-pandemic world. My interviewees also share the most significant challenges they are facing today and how they are moving through them creatively to serve their residents, visitors, and partners alike. I’m excited to share these mini-interviews, and I hope you find them as fascinating and insightful as I did.

In this episode, you’ll hear from these extraordinary leaders:

Louise Bishop – President of South County Tourism Council in Rhode Island
Olivia Novak – Marketing Manager with Discover Lancaster, Pennsylvania
Paul Nursey – CEO of Destination Greater Victoria, BC
Racene Frieda – CEO of Glacier County Regional Tourism Commission in Montana
Rachel Ludwig – CEO of Tourism Canmore Kananaskis in the Canadian Rockies
Rachel Riley – Associate Vice President of Communications for the Valley Forge Tourism and Convention Board
Rebecca McKenzie – President and CEO of the Culinary Tourism Alliance
Sarah Hughes – Vice President of Marketing and Communications at Visit Norfolk
Scott McCray, President, and CEO of Fairbanks Alaska
Stuart Butler – Chief Marketing Officer with Visit Myrtle Beach

Stories of Inspiring Partnerships at the Destinations International 2022 Annual Convention I love coming to the Destinations International Annual Convention because it provides a unique opportunity to come together as marketing specialists, network, share ideas and discuss our wins and our challenges. I asked each of my guests this week to share the word that they would use to describe the convention, and each of these wonderful leaders shared a word or idea that really encompassed the experience of attending the event, from ‘opportunity’ to ‘camaraderie.’ I was also excited to learn about the creative partnerships all of the destinations represented in this show have built to move forward.

Louise Bishop of South County Tourism Council

Lousie joins me to share why she feels it is so important for her destination to partner with environmental and coastal resource management organizations, in addition to the cities and towns that make up the South Country region. She also discusses techniques she uses to get all of the stakeholders in a project on the same page and going in the same direction.

Olivia Novak of Discover Lancaster

Olivia is one of the Destinations Internations 2022 30 under 30 honorees, and she joins me to discuss the key partnership her organization started with the Lancaster Farmland Trust, food producers, and local restaurants to promote an amazing restaurant week in Lancaster that became a win-win for everyone and enabled all of the partners to realize their goals.

Paul Nursey of Destination Greater Victoria, BC

Paul and I talk about Destination Greater Victoria’s goal to lead the recovery from the COVID-19 pandemic in a sustainable way. He shares the details of the Impact Sustainability Conference that his destination launched and how and why it has become a leading international conference.

Racene Frieda of Glacier County Regional Tourism Commission

Racene tells us all about the challenges her destination faced during the COVID-19 pandemic when a whole new type of visitor discovered the state of Montana as a desirable destination and how the solution to managing these unexpected tourists resulted in new public-private partnerships that have lasted beyond the pandemic.

Rachel Ludwig of Tourism Canmore Kananaskis

Rachel shares how her DMO in the Canadian Rockies started up as a new destination and why forming a new destination marketing organization intent on building a solid foundation of trust in the community and partnerships takes time, effort, and skill. She also shares why her words to describe the Destinations International Convention are ‘opportunity’ and ‘connection.’

Rachel Riley of Valley Forge Tourism and Convention Board

Rachel highlights the importance of partnerships in destination marketing and shares how a collaboration between the County Commerce Department, Chambers of Commerce, and the Tourism Office created the ‘Make It Main Street’ campaign and hashtag as a way to help the community out of the pandemic and boost local businesses.

Rebecca McKenzie of the Culinary Tourism Alliance

Rebecca shares how the Culinary Tourism Alliance, a not-for-profit Destination Development Organisation based in Toronto, Ontario, works with member destinations to help them grow partnerships. She also very rightly points out that those authentic partnerships are the key to creating those unforgettable experiences that the consumer is looking for.

Sarah Hughes of Visit Norfolk

Sarah tells us all about the City with Bite video series that Visit Norfolk launched and why it’s doing so well that they’ve just finished filming their second season. She discusses why her destination was inspired to focus on a chef-owned restaurant in each show highlighting everything from why they opened a restaurant in Norfolk to their specialties in the kitchen.

Scott McCray of Fairbanks, Alaska

I was excited to hear all about how the Tourism Office and Chamber of Commerce in Fairbanks rallied up their business partners and members of the local community to participate in positive picketing by holding pep rallies outside of local hospitals during shift changes to show support and thanks for health care workers during COVID-19. Scott shares their behavior’s effect on hospital staff and why the business community was inspired to take action.

Stuart Butler of Visit Myrtle Beach

Stuart shares how his team rallied the brilliant people in the agencies that his organization at Visit Myrtle Beach works with, who are used to working in siloed organizations to perform cross-functionally. He goes on to explain how connecting people and organizations has led to better problem solving, more efficiency, and more effective campaigns.

Challenges and Silver Linings

In all of these mini-interviews, I asked similar questions about some of the challenges that destination marketing organizations face. Many of my guests cited workforce as being an issue they needed to put time and thought into currently, and although that didn’t surprise me, frankly, I was wowed by the breadth of creativity that the travel and tourism community is putting into solving the problem – and some of the unexpected positive side effects of that creativity. We also discuss the importance of partnerships to DMOs, and they shared their predictions for the future of the travel marketing industry.

I hope you enjoy the second part of the two-part Destinations International 2022 Annual Convention series. I’m excited to share it with you.

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For this first episode in a special two-part series of Destination on the Left episodes, I visited the Destinations International 2022 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These convention attendees share valuable insights, and the common thread woven through our conversations was the importance of building strong relationships and partnerships for the future of destination marketing. I’m excited to share these mini-interviews, and I’m sure you’ll find them invaluable in navigating your destinations’ challenges. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

In this episode, you’ll hear from these extraordinary leaders:

Barry Biggar – President and CEO of Visit Fairfax
Beth Gendler – President and CEO of Gulf Shores and Orange Beach Tourism
Celestino Ruffini – CEO of Visit Beloit
Dave Herrell – President and CEO of Visit Quad Cities
Deana Ivey – President of Nashville Convention and Visitors Corp
Dominic Bravo – CEO of Visit Cheyenne
Jason Outman – CEO of Explore Branson
Kelly Groff – President and CEO of Visit Montgomery
Lance Woodworth – President and CEO of Destination Toledo
Lindsey Steck – Marketing and Communications Manager for Visit Pensacola

Insights on the Future of Destination Marketing at the Destinations International 2022 Annual Convention The Destinations International Annual Convention is a memorable industry event that brings together marketing specialists focusing on the travel and tourism industry to exchange ideas, share strategies and forge relationships. In 2022 the convention continued to focus on cultivating the need for marketers to take an innovative approach to overcoming the problems the industry has faced over the last two years and how they can continue to serve their communities. I was delighted to be able to speak to ten experts in the field about building successful partnerships, how to move through shared challenges, and get their insights on what they think the future of destination marketing will look like.

Barry Biggar of Visit Fairfax

Barry shares how the creation of the Northern Virginia Visitors Consortium has helped Visit Fairfax tap into visitors to Washington DC and how together, they can make a more significant difference in their region. He goes on to describe what Visit Fairfax does to continue to be relevant and the valuable lesson about connecting with the residents of the local communities that the pandemic taught them.

Beth Gendler of Gulf Shores and Orange Beach Tourism

Beth shares a recent example of a partnership with the local Fire Department Beach Safety Team that has worked well for her organization to improve the beach experience for visitors to the area. She also shares why workforce development is a problem for Gulf Shores and Orange Beach Tourism, how the pandemic exacerbated the problem, and their amazing education solution enabling them to move through the challenge and still provide their fabled southern hospitality.

Celestino Ruffini of Visit Beloit

Celestino explains the number one challenge for Visit Beloit, why community engagement is so low, and how his team is trying to ensure that residents feel connected to the travel and tourism industry. He highlights the reasons why he would use the word ‘visionary’ to describe the Destinations International Annual Convention, not least because of the wonderful opportunities to share plans and strategies with others in the travel and tourism industry.

Dave Herrell of Visit Quad Cities

Dave details how Visit Quad Cities has collaborated to elevate their community by aligning more strongly with the Chamber of Commerce to create a tourism master plan through their new regional brand initiative, QC, That’s Where. We also discuss why the Destinations International Annual Convention is a fantastic chance to connect with colleagues and take back so many valuable golden nuggets of information, inspiration, and insight to his community.

Deana Ivey of Nashville Convention and Visitors Corp

Deana discusses why the key to partnerships is going into it as a long-term relationship, not just a one-off. She shares why her organization goes into relationships like they’re a marriage to be in it together and help each other out and describes why Jack Daniels has been a fantastic partner of the Nashville Convention and Visitors Corp for 30 years. We also dive into why a large part of the future of the travel and tourism industry includes ensuring residents are happy and proud that there’s tourism in their locations and creating a balance that benefits the community and visitors alike.

Dominic Bravo of Visit Cheyenne

Dominic and I discuss the power of partnership, and he shares how Visit Cheyenne created their plan, engaged with partners on their vision, and put their plans into action as a team. Dominic also highlights the importance of being nimble and dynamic as a destination marketing organization and describes why he views the Destinations International Annual Convention as a game changer for marketers.

Jason Outman of Explore Branson

Jason talks with me about how Explore Branson works closely with one of their largest developers Bass Pro, and why an emphasis on relationships has led to a broader vision for the entire region. We discuss why funding is the number one issue facing Jason’s organization currently, how they are overcoming the challenge, and continuing to advocate for their community.

Kelly Groff of Visit Montgomery

Kelly joined me to share how the pandemic contributed to Visit Montgomery building critical, long-lasting relationships and how that opportunity paved the way for the future of how they plan and approach their marketing and strategies together. She also digs into what she sees as the future for destination marketers and why she feels the Destinations International Annual Convention is bringing sunshine to the travel and tourism industry.

Lance Woodworth of Destination Toledo

Lance and I talk about the importance of clear expectations of what the goals are when partnering or collaborating. We discuss how to measure success and ensure that everyone is on the same page regarding the project. He also emphasizes the power of partnership when hosting large-scale events and shares the story of how his destination hosted the Solheim cup in 2021.

Lindsey Steck of Visit Pensacola

Lindsey, Destinations International 30 under 30 honoree, shares her insights on why destination marketers must be connected to their local community in order to tell the unique stories of the businesses and experiences that are found there. She describes why she believes that the future of destination marketing organizations hinges on their ability to continue being dynamic and engaging with others.

The Future of DMOs

All our visionary leaders shared why they believe that the future of successful destination marketing organizations lies in their ability to be flexible. We discuss the myriad ways in which relationship building has helped marketers do their best to serve the communities that they live in.

I hope you enjoy this first part of the two-part Destinations International 2022 Annual Convention series. Next week, we’ll catch up with several more exemplary leaders to dive into how they have overcome the challenges of the past two years, their vision of the future of destination marketing, and the importance of bringing the community with them in their mission.

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Thomas Dunne is the founder and CEO of STQRY. As an experienced Chief Executive Officer with a demonstrated history of working in the computer software industry/SaaS Companies, Thomas is skilled in Start-up Ventures, Sales, Leadership, Emerging Technologies/Trends, and Entrepreneurship.

On this episode of Destination on the Left, I talk with Thomas Dunne about his company’s strategic initiative to grow by acquisition and how that intersects with the theme of collaboration and partnership. He also shares his knowledge about how self-guided audio tours can enhance guest experience and how easy it is to get started with offering this type of experience to visitors.

What You Will Learn in this Episode: * More about the technology behind offering audio guides and how to customize and personalize the customer experience * Why STQRY is passionate about growing the brand through international acquisitions * How STQRY helps their clients to use audio as a tool to enhance the experience for their customers * How much time it takes to curate the right stories, who should do the narration, and how to start the process of producing audio guides * Whether Thomas has seen the rise in popularity of podcasts impact the interest in audio guides * The online digital collection called Story Collect that STQRY is working on to expand their offering

Helping Destinations Tell Stories STQRY’s tagline is ‘connecting people, places, and stories,’ and guest on the podcast Thomas Dunne explains why that resonated with him when he was building a company that makes audio guides. He shares why they spell the company’s name with a QR in the middle and how that links into their mission of providing destinations with a simple way for destinations to share their stories with visitors via whatever platform they choose.

Connecting with Visitors Thomas explains how STQRY works as a digital storytelling platform using an app that destinations can share with visitors to enhance their experience with audio. The platform works for destinations of all sizes and supports the sharing of images and audio to create a wonderfully immersive experience that they can use to draw visitors into with their unique story.
Thomas also shares how some of their clients, from small museums to the Empire State Building, use the app to connect with their visitors.

Advice on Creating an Audio Guide Thomas shares his advice with destinations who are interested in sharing their stories via audio guide. He describes why, although it’s helpful to have a script to keep you on track, it’s also a great idea to seek out the educator or docent who is so passionate that they make it their mission to share their destinations secrets and stories. If you record your audio in that meaningful way, it helps connect the visitor with the experience.

We also discuss how long an audio tour should be, how long you should talk during each stop on the route, and why it helps listeners if you break a story up into different, easily digestible chunks that form an overarching narrative.

Resources: * Website: stqry.com * LinkedIn: https://www.linkedin.com/in/dunnetech/ * Twitter: https://twitter.com/TomOnCell * Facebook: https://www.facebook.com/tsunamitommy/

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Jason Jordan joined Finger Lakes Tourism Alliance in February of 2022 with a diverse background in the areas of nonprofit organization management, journalism, public relations,, and public policy consulting.

In his new role, Jason leads the organization’s multi-channel approach to public relations, social media, and communications and facilitates marketing strategies. Former places of employment include Institute for Human Services, Inc., Gatehouse Media, and Giesta Racalto LLC. Jason is a Political Science/Political Philosophy alumnus of Syracuse University. He is a native of Hornell, NY and now lives with his wife and son in Bath, NY. The entire family is avid “Finger Lakes people.”

On this episode of Destination on the Left, I talk with Jason Jordan about the creative projects that the Finger Lakes Tourism Alliance are involved in to promote their destination in New York State. We discuss how they are standing out in a crowded post-COVID travel market and encouraging visitors to spend time in the region. Jason also shares how the FLTA is using partner programs to build an engaged network of brand supporters.

What You Will Learn in this Episode: * How an unexpected health issue changed Jason’s career trajectory and how it subsequently brought him to tourism * Fresh and innovative ways that the FLTA are leveraging to stand out from the crowd and promote the uniqueness of their destination * The importance of building sustainable models of travel and tourism as we go forward and how the FLTA is using data to accomplish that * Why the designation of the National Heritage Area will mean so much to the Finger Lakes region and some of the specific things Jason is particularly excited about * Some of the wonderful collaborations that Jason and his team have been involved in, including their participation in the AAA and CAA information and brochure exchange program * Why Jason believes there has been a marked shift by destination marketing organizations in the post-pandemic world towards collaborative projects

How FLTA Stands Out From the Crowd Jason highlights the FLTA’s enthusiasm for the concept of coopetition. He explains why having in many services and businesses promoting the Finger Lakes in several different ways all at the same time works fantastically to draw in visitors. One way the FLTA stands out in this crowded travel and tourism market is by drawing on their long history in travel and tourism.

The Finger Lakes Tourism Alliance has been around since 1919 which makes them one of America’s longest-running destination marketing organizations. They are an association of over 700 tourism-reliant and hospitality-based businesses, and span 14 counties in 9000 square miles. Jason shares why he has been digging through articles in the FLTA archive to inform how to communicate their point of differentiation through their social media campaigns.

The Importance of Data Collecting data is a critical part of understanding the story of the visitor economy, particularly when there have been ups and downs as in recent years. Jason shares with us some of the key industrial indicators that FLTA are looking at to help guide them in how widely they can expand drive traffic right now.

Partnership Planning Jason describes some of his lessons learned and gives his advice on how to make a partnership successful. His best practices in getting a getting a collaboration off the ground successfully hinge on keeping planning simple, keeping it regular, and making it engaging.

Everybody should know what the expectations are coming in, and it’s absolutely critical not to over promise. and underdeliver when it comes to building partnerships.

Resources: * Website: https://www.fingerlakes.org/ * LinkedIn: https://www.linkedin.com/in/jasonjordanother/ * Facebook: https://www.facebook.com/jason.jordan.12

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Professor Joe Conto:

JoeConto is a Professor at Paul Smith’s College in the Northern Adirondacks of New York State. He has nearly 40 years of experience in the hospitality industry in all facets, from food & beverage and events to high-end lodging and country club management. After visiting the Frankenstein Wax Museum in Lake George, New York, he proclaimed that he wanted to live in a tourist town for the rest of his life. His hospitality industry career has allowed him to fulfill that dream with stops in Las Vegas, Martha’s Vineyard, Old Montreal, Jupiter Island, and now, Lake Placid. For the last 15 years, he has shared his knowledge of the industry with students and connected them with the broad range of career choices available to those interested in the world of hospitality and tourism through experiences both in and out of the classroom. Outside of his academic life, Professor Conto also teaches and performs improv comedy at the Lake Placid Center for the Arts and Montreal Improv Theatre.

Professor Eric Holmlund:

Ph.D. in Environmental Studies, Director of Graduate Studies, Instructor of Sustainable Nature Based Tourism

Dr. Eric Holmlund is a member of the Graduate Faculty and Department of Environment and Society at Paul Smith’s College. He holds a Ph.D. in Environmental Studies from Antioch University New England, an M.S. in Teaching from SUNY Potsdam, an M.S. Ed. in Outdoor Recreation from Southern Illinois University, and a B.A. in English from Dartmouth College. From 2000 to 2019, Eric founded and directed the Adirondack Watershed Institute Stewardship Program, which is New York State’s largest aquatic invasive species spread prevention and education program dedicated to protecting the natural heritage of Adirondack rivers, ponds, and lakes. Since 2014, Eric has co-directed a collaboration between Paul Smith’s College and the Tosco-Emiliano Biosphere Reserve in northern Italy, focused on sustainable tourism and community identity. He has served as a wilderness recreation leadership instructor for Outward Bound and the Wilderness Education Association. He is a steering committee member of the Paul Smith’s College Global Center for Rural Communities and the Champlain Adirondack Biosphere Network (UNESCO Man and Biosphere Program).

Associate Professor Kelly Cerialo:

Dr. Kelly L. Cerialo is an Associate Professor and Program Coordinator in the Business and Hospitality Department at Paul Smith’s College and Program Coordinator for the new Master’s in Sustainable Tourism. She is the Co-chair of the UNESCO Champlain-Adirondack Biosphere Reserve (New York/Vermont), a steering committee member for the U.S. UNESCO Biosphere Network, and founder/focal point for the U.S. Biosphere Reserve Youth Network. She coordinates international student exchanges with a focus on sustainable tourism and community development in UNESCO Biosphere Reserves in Italy, Canada, South Africa, and the U.S. She is the co-founder of the Adirondack to Appeninno Sustainable Parks and Communities Project – an international sustainable tourism initiative between the Appennino Tosco-Emiliano Biosphere Reserve in Italy and the Champlain-Adirondack Biosphere Reserve. Kelly received the David H. Chamberlain Excellence in Teaching Award in 2019 and Faculty Member of the Year at Paul Smith’s College in 2018. Kelly has presented at United Nations and UNESCO conferences in the U.S., Canada, Europe, and Africa. Kelly has a Ph.D. in Leadership and Change from Antioch University, a Master’s in Leadership and Change from Antioch University, a Master’s in Communication Management from the Annenberg School of Journalism and Communication at the University of Southern California, and a Bachelor’s in Public Relations/Mass Media Communication from The College of New Jersey. Research interests include the social impacts of tourism and sustainable tourism in UNESCO Biosphere Reserves.

On this episode of Destination on the Left, I talk with three college professors — Professor Joe Conto, Professor Eric Holmlund, and Associate Professor Kelly Cerialo. This week’s discussion focuses on sustainable tourism and how it links into the new Master’s program that Paul Smith’s College offers. My guests share the inspiration behind launching the new program and their vision for how it will support the long-term professional education of those in the travel and tourism space.

What You Will Learn in this Episode: * Why everyone is so excited about the new Master’s program in Sustainable Tourism Management * Why sustainability is a thread that’s woven through many of the courses at Paul Smith’s College * Who the program is for, including mid-career professionals and people newly out of their undergraduate education who want to gain an environmental credential * When you can apply to the new Master’s program * The importance of balancing out the social, economic, and environmental impacts of tourism * How the current Paul Smith’s College students are receiving the idea of this new program * What sparked the idea and gave the team their inspiration for the new program

Studying Sustainable Tourism Management What’s unique about the model that Paul Smith’s College has built for their brand new Sustainable Tourism Management Master’s is that it is a low residency model which enables people from various backgrounds and industries to join. Professor Kelly describes the types of students that they are expecting to enroll in the new degree, from mid-career professionals interested in learning more about sustainability who may or may not currently work in the tourism sector, to entrepreneurs working in a tourist destination who are interested to learn more about sustainability, to recent graduates in the travel and tourism sector.

Sustainability is a Headline Theme Sustainability is something that the current students at Paul Smith’s College have in mind all the time. Professor Kelly shares more about why the upcoming generation of travel and tourism professionals is drawn to sustainability as a headline theme.

Professor Paul shares his discussions with former students who are out in the workforce about their interest in returning to further study, focusing on sustainability because it is an area they see as the future but also personally important to them. One of the most significant shifts he has seen over the last 10-12 years is the genuine belief that sustainability is a necessity in every industry.

Inspiration for the New Program Professor Eric discusses why Paul Smith College is launching the Sustainable Tourism Management Master’s and why they feel that now is the right moment to include the new program in the offering. All three guests share their pleasure that sustainability really is a leading issue in the consciousness, psyche, and future strategy of students graduating in the last ten years. They highlight that sustainability is more than a buzzword; it’s a strategy for both surviving and flourishing into the future.

Resources: * https://gradschool.paulsmiths.edu/faculty-2/ * https://gradschool.paulsmiths.edu/sustainable-tourism-home/ * https://gradschool.paulsmiths.edu/admissions-requirements/ * Joe’s LinkedIn: https://www.linkedin.com/in/joeconto/ * Kelly’s LinkedIn: https://www.linkedin.com/in/kelly-cerialo-ph-d-10938234/ * Eric’s LinkedIn: https://www.linkedin.com/in/eric-holmlund-503a053

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This episode of Destination on the Left is coming from the 2022 eTourism Summit in Orlando, Florida, held from June 6-8. I was honored to have the chance to interview five notable attendees who are all experts in the field of digital marketing for travel and tourism. I asked each of my guests to give me one word to describe the conference, and awesome, inspiring, energizing, compelling, and the future are perfect descriptions of this unique event.

We discuss tearing up the page and starting afresh, the value of podcasts in promoting the story behind a destination, and the importance of remaining agile and ready to learn.

I’m so excited to share my guests’ insight into the world of digital marketing with you in this week’s special podcast episode. In this episode of Destination On The Left, I know you’ll find value in the words of these five talented digital marketing experts:

Ana Reyna Arzate from Visit Laredo
James Flint from Visit Durango
Melea Hames of Alabama Mountain Lakes Tourists Association
Patrick Harrison of Visit Tampa Bay
Vivian Mur of Key Technologies

Staying Alert to Digital Marketing Trends The eTourism Summit Roadshow focuses on giving everyone in the travel and tourism industry space to discuss the future of digital marketing and explore some of the creative strategies in use today. In today’s episode, we’re talking about how podcasts can help tell the unique story of your destination, how to boost your organic social media marketing success with sweepstakes and vacation giveaways, and how to leverage short-term, mid-term, and long-term digital marketing strategies.

Ana Reyna Arzate from Visit Florida

Ana Reyna describes how the eTourism Summit is helping her in her role as Marketing Coordinator for Visit Laredo. She shares how the resources she has been able to access as a summit attendee have helped her in her efforts to engage both the US and Mexican markets that are important to her destination. Ana Reyna also describes why the COVID-19 pandemic offered her destination the perfect opportunity to start a podcast that would tell the authentic story of what Florida offers guests.

James Flint from Visit Durango

James explores some of the most significant changes that Visit Durango has made recently in their digital strategy. Including a wildly impactful organic social media marketing strategy of running sweepstakes and competitions that they decided to use over paid social media advertising. He describes how to tie your digital marketing to a destination and experience, such as riding the historic train in Durango or skiing in Purgatory, and how marketers can pull from different pieces of their organization’s priorities and weave it into marketing campaigns to make them meaningful.

Melea Hames of Alabama Mountain Lakes Tourists Association

I discuss with Melea some of the biggest changes in their marketing strategy that are having an impact and leading to impressive results. She discusses Alabama Mountain Lakes Tourists Association’s amazing trails, including their waterfall trail, craft beer trail, and new agriculture adventures trail, and why they are aggressively promoting them in digital ads. Melea also shares more about her podcast and how they’re leveraging audio to get their message out there.

Patrick Harrison of Visit Tampa Bay

According to Patrick, almost every technology or service we were using five years ago is no longer relevant. He remarks on the speed of the transition to new digital marketing methods and highlights the need to be agile in our thinking about how we spread the word about our destinations. Patrick also talks about finding a harmonic convergence and fitting in seamlessly into potential visitors’ lives with something they may not have known they needed before we shared it.

Vivian Mur of Key Technologies

Vivian explores why the eTourism Summit is a wonderful opportunity in an intimate setting, not only to learn from one another and talk and engage with other marketers to find out what’s new, what isn’t working, and what isn’t. She shares the values of connecting with others in the travel and tourism industry about recent trends and the value of getting an alternative perspective from destinations and suppliers of all sizes and scopes.

Creative Ways of Sharing a Unique Story

I hope you enjoyed this episode coming live from the eTourism Summit Roadshow; as all these talented marketers shared, a key thread woven through the travel and tourism destination marketing industry is that it is critical to be open to new ways of attracting visitors to enjoy what they have to offer. So many of these organizations are at the Summit to connect with others, share insights and learning, and open themselves up to all the possibilities digital marketing channels offer to share a destination’s authentic story and flavor.

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We discuss tearing up the page and starting afresh, the value of podcasts in promoting the story behind a destination, and the importance of remaining agile and ready to learn.

Ana Reyna Arzate from Visit Laredo
James Flint from Visit Durango
Melea Hames of Alabama Mountain Lakes Tourists Association
Patrick Harrison of Visit Tampa Bay
Vivian Mur of Key Technologies

Ana Reyna Arzate from Visit Florida

James Flint from Visit Durango

Melea Hames of Alabama Mountain Lakes Tourists Association

Patrick Harrison of Visit Tampa Bay

Vivian Mur of Key Technologies

Creative Ways of Sharing a Unique Story

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Marlin is the quintessential Renaissance man and has led a life that reads like a novel—running away with the circus, seeing the world with his juggling act, living in a tree house in the jungle, writing and illustrating a book, dreaming up an illuminated show that would go on to play internationally, inventing a one-of-a-kind toy, and building a homestead where he lives in a solar-powered house.

On this episode of Destination on the Left, I talk with Michael Marlin, known as Marlin, about his fascinating role as an astro tourism consultant, speaker, and author. I was so excited to discuss what dark skies tourism means for businesses and how destinations can begin to create a story that offers an amazing experience to their visitors. Marlin also shares some examples of where destination marketers can find creative examples of how businesses can leverage their proximity to a dark sky destination.

What You Will Learn in this Episode: * Marlin shares how he first became aware of dark skies and how that experience piqued his interest in astro tourism * How Haley’s Comet led to Marlin’s interest in performance artwork in the dark, which eventually led to his founding of theatrical a touring production called Luma * Marlin describes how people can find places with dark sky certifications and the impact of the certification on the local travel and tourism industry * Some of the places in the world where travelers can find dark skies to enjoy, including Norway, South Africa, and Hawaii * How social media is drawing people to dark sky experiences * Marlin gives his advice to communities in the path of the solar eclipse in North America in 2024 on how they can prepare to give their visitors and residents the best experience possible * How to create a positive and cohesive experience for people interested in Astro tourism, from music to folk stories, to help tourists understand what they are seeing in the night sky * Some travel industry trends coming to the fore right now, including sustainable tourism and eco-tourism, and how they feed into the theme of astro tourism * What a business or a destination can do to take advantage of their dark skies

How Dark Skies Impact Tourism Opportunites Visitors interested in taking advantage of the experience of visiting a dark skies certified park have to stay overnight, which is a massive boost to the local economy. Marlin suggests how businesses, including hotels, restaurants, boutiques, and entertainment venues close to dark sky parks, can create content to enhance the experience they offer to astro tourists.

Destinations need to connect the dots for visitors and create an experience for when people come out to see the dark sky covering themes such as astronomy, music, and the culture and storytelling that connects us to space and the stars above us. Marlin shares the most important things destinations can do to enhance visitors’ view of the stars, including ditching white LEDs and going back to an amber-colored light in outside areas.

Dark Skies and Sustainability On the podcast, Marlin discusses how dark skies connect to other key themes in the travel and tourism industry, such as sustainability and climate change. He shares why people who are interested in dark skies have an interest in protecting dark skies and are therefore more likely to be drawn to those causes.

Marlin explores how central Idaho dark sky reserve, Ketchum, Sun Valley, changed their lighting to achieve a dark sky certification and how that impacted on their contribution to slowing climate change. The International Dark-Sky Association works to protect dark skies and can also provide lots of resources on dark sky friendly lighting that destinations can seek out.

Communities Near Dark Sky Areas Parts of North America are in the path of the upcoming solar eclipse in 2024, and on the show, Marlin shares advice and insights with communities in the path of totality. He discusses how they can prepare to give their visitors and residents the best experience possible by incorporating music and folk stories into the astro tourism offering to help people connect with what they see in the night sky.

Resources: * Website: http://mindofmarlin.com/ * LinkedIn: https://www.linkedin.com/in/m-marlin-2a6b6214/ * Facebook: https://www.facebook.com/michaelmarlin * Twitter: https://twitter.com/mindofmarlin

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Introduced to the industry by a random internship application to Visit Baltimore, Andreas Weissenborn began an unexpected career that left him with a continued passion for tourism. He is currently the Vice President of Research and Advocacy for Destinations International, and he leads the research and advocacy efforts of the entire organization with an eye toward developing data-driven tools to help destinations around the world tell their story.

On this episode of Destination on the Left, I talk with Andreas Weissenborn shares his philosophy that DMOS are caretakers of the data and information on the visitor economy. He also dives into why tourism has become a community shared value and explains why DMOs should view their role as serving the people of their communities as a central priority.

What You Will Learn in this Episode: * Andreas shares a little about himself and the story of how he became interested in destination marketing * Andreas’ early role in information technology and database management and how that has an impact on his current work at Destinations International * How DMOs can be the primary steward of data for their community * What it means to be a community shared value, what Andreas’ vision for Destinations International was, and how the pandemic accelerated the concept * The importance of lexicon in how we describe things, why we need to change how we talk about ourselves to reframe our thinking around the role of the DMO * Why leading with emotion rather than facts and figures is critical * Where Andreas sees our most significant opportunities as destination marketing organizations in the post-pandemic world

Making Data Meaningful The fundamental definition of effective research and analytics is taking massive swathes of data and making it comprehensible, easily understood, and applicable. Andreas shares his experience of working at Visit Baltimore and why he feels it was the start of the golden era of data analytics for Destination Marketing Organizations. He dives into why it is so critical to have individuals in the travel and tourism space who can help diagnose, dissect, and explain what this data does.

That ability to translate bookings, data, or visitor spending into understandable information that is meaningful to stakeholders was where Andreas found his niche in the industry. And those skills still feed into the broader and greater mission of Destination Marketing Organisations.

DMOs are Vital to the Community Destination Marketing Organizations are the stewards of the visitor economy, but they also serve their community. This is why it’s so important to change how DMOs talk about themselves and how they get involved.

Destination organizations are the most uniquely qualified entity for the next normal in representing a brand because the brand transcends the physical and virtual realm. DMOs are uniquely qualified because they’re the only entity that can sit at the table with civic, social, cultural, and historical entities and bring everyone together.

Next Steps for DMOs According to Andreas, destinations can take some tangible next steps to be successful. DMOs are often the most influential voice of a brand because of the reach of their website and their social media channels.

They need a mission or a vision statement that reads in an emotional, storied way so visitors don’t have to question who and what you are. DMOs also need to teach, train and advocate not only their entire staff but their entire membership so that everyone understands the value proposition and the work they do and is clear on why tourism matters for the community.

Resources: * Website: https://destinationsinternational.org/ * LinkedIn: https://www.linkedin.com/in/andreas-weissenborn/ * https://www.linkedin.com/company/destintl/ * Community Shared Value | Destinations International * The Tourism Lexicon | Destinations International * Why We Need a Destination Promotion Community Measurement | Destinations International

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Big-picture and detail-oriented, Debbie is a marketing communications specialist who has worked in digital marketing, content development, and social media for over 15 years. A motivated digital marketer, she brings a unique perspective from her brand, agency, and consulting experience.

Debbie debuted Social Hospitality as a side project in 2011 before transitioning to the brand full-time in 2017. As founder and president of Social Hospitality, Debbie leads the operational side of the business while working directly with clients to build and execute marketing strategies. Social Hospitality is a boutique digital marketing agency that helps brands develop their online identities, create engaging content, and build their social media presence. The Social Hospitality blog is a leading industry resource, too.

Debbie has an English degree from UC Irvine and is HubSpot certified in social media and content marketing. She has been invited to speak at events like Social Tools Summit, PubCon, IABC, as well as various universities and other local organizations. She has been quoted in publications including USA Today, Inc., Forbes, Huffington Post, Social Media Today, Search Engine Journal, Todays Hotelier, Business2Community, SEMrush, and more.

Debbie is a lover of good eats and is always adventuring, traveling, learning, and spoiling her two dogs.

On this episode of Destination on the Left, I talk with Debbie about how her boutique destination marketing business Social Hospitality helps clients stand out from the crowd online. She also shares strategies for finding where your customers are online and the importance of understanding and being ready to respond to the changing algorithms of different social media platforms.

What You Will Learn in this Episode: * How Debbie moved from being an English Major in college to running her own marketing agency * Why Debbie loves the collaborative nature of working in destination marketing * Current social media trends and some of the new strategies Debbie is recommending to her clients * Creativity in the face of adversity and how Debbie has found unusual solutions to recent challenges * Debbie shares the many benefits of coopetition and gives examples of coopetition she has experienced and the positive outcomes that came from that * Debbie shares her insights and advice for listeners planning a collaboration and explains what she does to set her up for success * Where you can connect with Debbie online

Standing Out Online In terms of differentiating yourself as a business from the crowd knowing your audience is key. On the show, Debbie describes why you need to look at where your audience hangs out online, and if you’re not on a specific channel, but your competition is — you might need to make some changes.

Lean into the initial heavy lifting and research and figure out where your audience spends their time and where your competitors spend their time and make sure you’re there too. Then you can create those conversations and the stories around what makes you distinct from those competitors.

Finding Your Ideal Customer As a hospitality business, or any type of organization in the travel, tourism, or hospitality space, we need to get really focused in on who we’re targeting. Because if we don’t know who our ideal customer is, we’re not going to be effective.

Marketers need to tailor strategies to their ideal audience, and one of the ways that you can maximize your chances of developing a great strategy is to do your homework. Debbie also describes how she uses carefully honed strategies to take advantage of current trends in social media, such as Instagram’s promotion of the Reels feature.

Strategies for Effective Collaboration In the destination marketing space, there are plenty of opportunities for collaboration which are win-win situations. Debbie shares some of the partnerships she is currently involved in and how she has built a network that thrives on supporting one another. She discusses the idea that a rising tide lifts all boats and gives her advice on best practices for planning an effective and mutually beneficial collaboration.

Resources: * Website: https://socialhospitality.com/ * LinkedIn: https://www.linkedin.com/in/debbiemiller53/ * Twitter: https://twitter.com/thebigdebowski

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Penny Peters is a member of the Akwesasne Mohawk Nation. She is the Manager at Akwesasne Travel. Penny has been an integral part of the establishment of Akwesasne Travel and furthering the development of the tourism industry in Akwesasne. Penny is currently working to promote Akwesasne Travel through marketing, partnerships, and awareness of indigenous culture. Penny has strong ties to the community, the environment, and traditional ways. Penny believes that indigenous tourism is not only a means of economic growth for communities but also crucial for cultural preservation.

In 2021 Penny was elected to the NYSTIA Board and was excited to represent NY Tourism and the North Country. She has also been advocating for Indigenous tourism, especially within NY State. She hopes to help support indigenous businesses to create mutually beneficial partnerships with non-native entities to grow and strengthen the industry.

On this episode of Destination on the Left, I talk with Penny Peters about the process of developing tourism for her indigenous nation and the challenges they have faced along the journey. We discuss the tours that Akwesasne Travel has designed, their plans for marketing those programs, and the partnerships they’ve developed. Penny also shares the details of the tour planning process and why it was so important to ensure that her community approved every aspect.

What You Will Learn in this Episode: * The unique nature of the Akwesasne nation and the areas their land encompasses in New York State and across into Canada. * How Penny and her colleagues are approaching tourism and the experience they hope to deliver * Their focus on community artisans and how they market those small-group tours * What Penny learned from other travel consultants and how she applied that knowledge to her indigenous community, taking into consideration their particular customs and needs * How Akwesasne Travel got creative about what they could offer and some of their current tours * Challenges that Penny and her colleagues faced in developing the tourism industry in their nation, particularly the issues around crossing the U.S / Canadian border during the COVID-19 pandemic * Some of the partnerships they developed to circumnavigate problems and increase their offering * Collaborations that have worked well for Akwesasne Travel and that are that they are planning to develop in the future * The importance of recognizing that although you may have a plan or guideposts, sometimes you have to pivot to be successful and achieve your goals * Penny’s advice for others who may be starting down the path of tourism development.

Developing Tourism for an Indigenous Nation There can be some unexpected challenges around developing a tourist offering as a native community, and one of those things is educating consultants and partners. There can be challenges in connecting with regional tourism offices because of the unique situation of the native people. On the podcast, Penny shares her firm belief that it is vital to keep an open mind and keep having conversations with potential partners. We also discuss the necessity of planning and preparing to develop as a tourist region and why it’s so important to be able to flex when the situation changes.

Akwesasne Travel’s Creative Offerings Penny describes how they began to develop tours in their region, kicking off by getting out in the community, sharing their plans, and asking for feedback on where they wanted visitors to go and what they wanted to share about their culture.

She describes one of their first community initiatives set up at a powwow and where they invited local artisans to start collaborating to build a large traditionally woven basket, and how that gave Penny and her team an opening to talk about their plans to bring tourists to the area and share how it would help the local economy to grow.

Collaborations and Partnerships Working with other organizations is central to how Akwesasne Travel works — they have recently participated in a reenactment event set in 1784 arranged by a local museum on the Canadian side of the nation to share what life looked like at that time. On the U.S. side, they have a longstanding collaboration in place with the Wild Center in Tupper Lake, which they are planning to expand even further. The Akwesasne nation also shares and collaborates with other indigenous nations to allow visitors an insight into their cultures.

Resources: * Website: https://akwesasne.travel/ * Facebook: https://www.facebook.com/Akwesasnetravel/ * Instagram: https://www.instagram.com/akwesasnetravel/

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Brand Strategist & Business Growth Accelerator Karley Cunningham takes businesses from overcrowded, competitive spaces out into blue ocean territory where they can confidently stand out and thrive as brand leaders in their sector.

Companies that want to be distinct in their marketplace retain Karley to sharpen their positioning and differentiation strategies to cut through the noise. Karley’s international client-base benefits from accelerated growth, increased profit, and stability as her innovative Surefire Method™ provides them with a sure-fire strategy and toolkit that enables them to charge a premium, attract and retain ideal clients, develop a great company culture, and outpace their competitors.

Having built three successful businesses, Karley knows what it takes to start, develop and lead a company that delivers results. Her entrepreneurial success story is featured in the awarded book: The Widest Net by Pamela Slim. In addition, she’s a sought-after mentor and speaker for national and international business organizations and the host of The Made Possible Podcast.

Believing deeply in the practice of givers gain, she is well-known and networked and rarely goes a day without making a referral or connection. As a former pro athlete, Karley is performance-driven. An avid mountain athlete, she is a two-time finisher of the BC Bike Race, a seven-day, 325 km mountain bike stage race, and is always looking out for her next trail running adventure. When not focusing on the business or expanding her network, she can be found somewhere in the mountains of the Pacific Northwest with her wife and dog in their 4×4.

On this episode of Destination on the Left, I talk with Karley Cunningham about how branding can help a destination, attraction, or business in the tourism industry stand out from the crowd. Karley breaks creating your brand down into three simple sections — uncovering our fundamental beliefs, understanding the markets we serve, and showcasing our differentiators.

What You Will Learn in this Episode: * When Karly became interested in marketing and communications * The importance of resonating with your audience * How her background as a competitive athlete has impacted her career in branding * Why a tighter box often enhances creativity * The importance of inner reflection when drilling down into your brand story * Why a 3-5 year time period helps you set an achievable strategic plan and vision * What ‘the people become the place’ means for destination marketers * How your branding can help solve the retention and recruitment problem

Creativity in Branding As creatives, we constantly push the boundaries, but when the boundaries shrink, we’re forced to think more creatively than ever about the challenges we face. When defining their brand destinations, services, and businesses need to reflect on their ‘why’ to pin down what makes them unique.

Karley joins us on the podcast to discuss how to peel back the layers to understand what’s different about your offering because amazing branding is about the nuances. She describes the process as going fishing — if you drop the line and then go deeper and deeper and deeper, you’ll eventually hook on to something special.

Authenticity in Your Brand Story Karley explores why it’s essential to start from the inside out when developing your brand. She shares her insights on why it’s all about being authentic as people when you’re creating a company brand. Karley also discusses how she helps businesses who have moved away from their true purpose to pivot back to their axis and reinvigorate them. When your brand story comes from the inside out and is genuinely driven by your purpose, who you are, the things that resonate with you, and how you show up in the world, it creates an innate sense of alignment and power.

Recruitment and Retention in the Travel Industry Recruiting and retaining employees is a huge struggle in the travel and tourism industry right now. Karley gives her perspective on whether the current staffing challenges relate to how valued and cared for people felt before the pandemic and how that relates to standing behind your brand values.

On the show, we discuss how to solve the problem of recruitment and retention, and Karley gives her advice on how branding can help businesses in that regard. She shares how your brand ties into your promise to your staff in terms of supporting them in their everyday roles and challenging situations. Karley outlines why the key question in reframing the retention issues is, are you willing to deliver your staff the quality that you deliver your guests or service users?

Resources: * Website: https://www.bigboldbrand.com/ * LinkedIn: https://www.linkedin.com/in/karleycunningham/ * Twitter: https://twitter.com/BrandMaven * Downloadable Surefire Audit: https://www.bigboldbrand.com/surefireaudit/

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Sophia Hyder Hock is the Chief Diversity Officer for Destinations International. In this role, Sophia provides thought leadership and strategic direction for designing and implementing Equity, Diversity, and Inclusion (EDI) resources, tools, and services for association members and the broader tourism industry.

Sophia has created sustainable social inclusion frameworks for over 20 years. Prior to joining Destinations International, she was the Founder and CEO of Papilia, an organization dedicated to developing tailored EDI strategies, training, and coaching services for the travel industry. She has extensive experience as an international development practitioner working around the world on economic development, gender empowerment, and workforce development projects.

Sophia is on the Board of the Center for Responsible Tourism (CREST). She is a yoga and meditation instructor and has written for numerous travel publications about diverse representation, family travel, and wellness. Her love for travel started at the age of 10 when she moved from California to Sri Lanka. Since then, Sophia has been to 40+ countries and plans to inspire her toddler to be a citizen of the world through mindful travel and learning about his Bengali-American heritage.

On this episode of Destination on the Left, I talk with Sophia Hyder Park, Chief Diversity Officer for Destinations International. Sophia shares how her work in international development led to her current role in the travel and tourism industry, and her insights make Equity, Diversity, and Inclusion approachable, doable, and human. We discuss how organizations can get started with EDI, including taking the key step of understanding your foundation, being curious, and creating spaces of welcoming and belonging within our destinations.

What You Will Learn in this Episode: * Why Sophia is passionate about policy development, design, and creating connections * The concept of embedding departmental verticals, what Sophia has already started to do at Destinations International, and her tips for what listeners might do to embed DEI into the culture of their organizations * Key pieces of advice for listeners starting out on their diversity, equity, and inclusion journey * Why it’s so important to create spaces of welcoming and belonging in the travel industry * Addressing the challenges of balancing policy with successful delivery of DEI * Some things we can do to be sensitive to different cultures in the travel and tourism context * Destinations International’s new EDI assessment tool and how it can help travel and tourism professionals

Incorporating Diversity, Equity, and Inclusion Sophia discusses her vision of coming at DEI as being a three-part series. She shares why it is critical first to assess internal systems to ensure that a business is strong internally from an EDI perspective. The second part of the series is embedding DEI into the departmental verticals, and the third piece is fostering engagement from membership and partners.

Holding one another accountable is an important aspect of DEI, which is why Sophia is currently working with Destinations International’s members on first understanding, then collecting best practices and case studies. This initial work will provide her with the information she needs in order to create the resources and services their members are looking for.

Building a Strong Foundation Sophia describes how she embeds thought leadership into her professional mindset and why in building a strong foundation, we have to both reflect on our own behavior and the behavior of our organization. Your ethos then inspires your audience.

As organizations in the travel and tourism industry, we should be trying to get a broader understanding of who’s missing and defining how we can be more inclusive. Sophia also notes the importance of building trust and acting with intentionality to authentically collaborate and engage.

Keeping an Open Mind Awareness and curiosity are the keys to embracing the many different cultural nuances that exist, not only in the United States but internationally. To incorporate the principles of DEI, we need to do some homework to understand the cultural history of a place. Part of our responsibility is to listen and seek ways to connect with other humans.

Resources: * Website: destinationsinternational.org and https://www.sophiahyder.com/ * LinkedIn: https://www.linkedin.com/in/sophiahyder/ * Twitter: https://twitter.com/PapiliaLuxe

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Hannah DeMaio is the Vice President of Brand Strategy of Women Leading Travel & Hospitality, the sister community to Women in Retail Leadership Circle. Women Leading Travel & Hospitality is a unique, members-only networking group that offers executive women in the travel and hospitality industry a place to learn, connect, and grow through an unparalleled mix of events, content, and elite connections. The community is comprised of successful and motivated women across the entire travel and hospitality ecosystem who have a strong belief that investing in themselves and other women is good business. She is passionate about the travel and hospitality industry and uniting, inspiring, motivating, and empowering women to succeed personally and professionally.

In her free time, Hannah loves traveling, playing tennis, hiking, trying new restaurants, and spending time with her family and dog, Lulu!

On this episode of Destination on the Left, I talk with Hannah DeMaio all about the personal and professional development of women leaders in the travel, hospitality, and retail industries. She shared her findings that although women hold around 80% of the managerial roles in travel and hospitality businesses, they only make up 20% of the workforce at the director level, and that number drops even further when you get up to the C Suite. Hannah discusses why she is so inspired to champion all the incredible women in the travel and tourism space and empower them to get them to go as far as they want to in their careers.

What You Will Learn in this Episode: * The details of the new organization Women Leading Travel and Hospitality * The synergies between the Women in Retail and the Women in Travel and Hospitality brands * How Hannah is hoping to lift women up and the early work she is doing to get more women into the C Suite in the travel and tourism business * The role that DEI has played in the programing of Women Leading Travel and Hospitality * What the organization has planned for this year, and how women in the industry can join the organization or attend events * Examples of collaboration that have been successful for Hannah including Women Leading Travel and Hospitality’s partnership with Southwest and the Ritz * How they are helping women attain personal growth as well as professional growth

Women’s Leadership and Growth Hannah describes the organization’s initial pivot in the face of COVID-19 and why they decided to focus their efforts on supporting women to lead effectively through the crisis. Their programming included keeping your teams motivated, how to get through the furlough period, and crucially how to stay connected with your teams when working virtually.

Women Leading Travel and Hospitality initially launched virtual events and instigated weekly peer group calls to build a strong community. When the organization officially launched in January 2021, they continued with virtual and in-person events discussing some of the problems women in the travel and tourism industry are having, how to fix them, and how to grow.

DEI in the Travel and Tourism Industry Women Leading Travel and Hospitality want to emphasize that they are a group for everyone. The travel and hospitality space often feels like a male-dominated space, and as part of their commitment to diversity, equity, and inclusion, they work towards making both their speakers and their audience diverse.

There is a lot of work to be done in the travel and hospitality space in regard to DEI and Women Leading Travel and Hospitality have recently appointed a Head of Diversity onto their advisory board to ensure they continue moving in the right direction.

Personal and Professional Development On a professional level having those hard conversations about how women can move from the managerial level to director level by having the help and support of mentors is incredibly useful. But Hannah and her organization are also bringing in the personal growth aspect too.

You have to be on top of both the personal and the professional to be a well-balanced leader. Hannah describes why their programming includes wellness advice in addition to career coaching and how bringing the two together impacts women’s work-life harmony.

Resources: * Website: https://womenleadingtravelandhospitality.com/ * LinkedIn: https://www.linkedin.com/in/hannah-demaio-445a9962/ * https://www.linkedin.com/company/women-leading-travel-hospitality/

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In the final episode of the Travel Unity Summit, we ask seven leaders in the travel and tourism industry to share their thoughts on how the travel industry can make an impact on diversity, equity, and inclusion in the travel and tourism space. We’re hearing so many amazing and enlightening conversations going on around us from a wide range of travel professionals who are doing some deep dives on DEI and why it’s vital to our industry.

On this show, our guests share with Rhonda their thoughts on the importance of community engagement in DEI. They discuss how authentic DEI messaging runs through the art of a community and acts as a visual reminder that many individuals and cultures make up a community. Our guests also share their experiences of bridging gaps in diverse communities and why data plays such a critical role in DEI.

Melissa Cherry, Chief Diversity & Inclusion Officer for Miles Partnership
Renee Areng, Executive Director and CEO at Explore Brookhaven
Rich Kenah, CEO of Atlanta Track Club
Roni Weiss, Executive Director of Travel Unity
Sherilyn Fortson, Economic Development Director for the City of Brookhaven
Wes Espinosa, Director of Development and Partnerships for the Center for Responsible Travel
Zoe Moore, Hospitality Equity, Diversity & Inclusion Strategic Consultant for Moore Consulting Agency

Enlightening Conversations from the Travel Unity Roadshow We welcome seven inspirational guests onto the podcast to dig into what steps their organization is taking to make an impact on diversity, equity, and inclusion. The Travel Unity Summit has brought together a diverse range of travel professionals who are all committed to acting to incorporate the principles into their businesses and communities.

Melissa Cherry, Chief Diversity & Inclusion Officer for Miles Partnership

We can make an impact on DEI in the travel industry when we’re dedicated to making a difference long term. Melissa describes why we should focus on moving forward through authentic community engagement as an industry. You have to truly evolve accessibility, fully commit to it, and live and breathe it operationally to get to a place where your destination or organization is truly diverse, equitable, and inclusive for residents and visitors alike.

Renee Areng, Executive Director and CEO at Explore Brookhaven

Renee explains why the Travel Unity Summit is an excellent place for individuals in the travel and tourism industry to learn what’s working in other destinations to put their own spin on DEI strategies and apply them in their own backyard. She shares why recognizing the historical impacts of all cultures and races in our destinations allows you to tell the authentic story of a destination. Renee also highlights the work Explore Brookhaven has been doing with local artists in their destination to showcase how the visual arts can help diversity messaging and engage visitors.

Rich Kenah, CEO of Atlanta Track Club

Rich Kenah explains why Atlanta Track Club looks at DEI from both internal and external perspectives. They are committed to impacting health and wellness through running and walking and believe that the only way they will achieve their vision is if they are universally accessible. He describes their recent internal DEI audit and subsequent six-month series of educational sessions on the topic of DEI for staff and how those team activities help them to deliver accessible community-facing activities.

Roni Weiss, Executive Director of Travel Unity

The travel industry can make an impact on DEI by being more thoughtful and deliberate about the work they do, according to Roni. He describes why we need to go beyond hope without action by doing the strategic planning that enables organizations to effect real change. Roni also explains why you have to make decisions based on your goals for change, pivot into a position where you’re aligning with those goals, and be specific about how you’re going to achieve them.

Sherilyn Fortson, Economic Development Director for the City of Brookhaven

Sherilyn describes what her team did when they recognized that they didn’t have sufficient synergy or collaboration with their highest minority demographic, the Hispanic community. She shares the steps they took to connect with local organizations, put forward partnership opportunities, and above all, listen so that they could bridge the gap between city government and minority communities.

Wes Espinosa, Director of Development and Partnerships for the Center for Responsible Travel

Wes shares the numerous steps the Center for Responsible Travel is taking to bring diversity, equity, and inclusion to their organization. He gives a brief overview of why they are hyper-focused on interdisciplinary applied research, which they make free and accessible to all. He also shares why they are currently diving deep into the concept of destination stewardship — managing rather than just marketing it — and how to make it a collective action that gives stakeholders from all sectors of society a seat at the table.

Zoe Moore, Hospitality Equity, Diversity & Inclusion Strategic Consultant for Moore Consulting Agency

From Zoe’s perspective, as an industry, our impact comes as being the thought leaders in DEI, not only because what we do is so visible, but because we are a microcosm of society in many ways. The travel industry should be leading by example and using all the available data to pin down who we’re serving as an organization so we can provide better service across all social identities.

Thank you so much for listening to the third episode of our special three-part series from the Travel Unity Summit. A key lesson that has come out of discussions is the need to build relationships and establish trust in communities so we can bridge the gaps in DEI.

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In the second of our three-part series from the Travel Unity Roadshow, we ask our seven guests to share their thoughts on how the travel industry can make an impact via the principles of diversity, equity, and inclusion. Rhonda’s conversations with all of these leaders in our industry were truly fascinating, and we’re excited to share them with you.

Highlights of this episode include why we should see tour guides for the storytellers they are and how their unique position allows them to be at the forefront of DEI education by expanding the viewpoints in the stories they tell about the destinations that they visit. Our guests also discuss the importance of emphasizing the principles of DEI to young people and college students and why they should be woven into every aspect of a destination.

David Naczycz, owner of WeVenture
Dustin Woerhmann, President and Creative Director of Communify
Elijah Washington, Youth and Collegiate Programs Director at Travel Unity
Greg DeShields, Executive Director, Tourism Diversity Matters
Janette Roush, Executive Vice President of Marketing at NYC & Co
Jennifer Grimmer, President and CEO of Gilmer Chamber of Commerce
Karen Kuhl, Executive Director, Cayuga County CVB

The Travel Unity Roadshow Defined The Travel Unity Summit highlights the importance of diversity, equity, and inclusion in all aspects of the travel and tourism industry. The event allows destination marketers and other travel professionals to discuss how they can incorporate the principles of DEI into their everyday practice. Our seven guests also share their word of the summit — and the terms and concepts that appear are insightful.

David Naczycz, Owner of WeVenture

David shares why the travel industry has a significant role in promoting DEI. The scale of our industry is vast, as is the number of people we touch so we can impact our teams, our companies, and our visitors and model the values of diversity, equity, and inclusion. David also emphasizes the need to take the concept of decolonization seriously, take some time to reflect, and make changes so that we’re not exploiting people, we’re spreading the wealth, and including everybody.

Dustin Woerhmann, President and Creative Director of Communify

Dustin outline the steps Communify are taking to bring DEI to their organization in terms of helping destinations to tell their authentic stories. Communify works to create advisory groups with a broad range of interests from a broad range of backgrounds to help put together inclusive marketing content for a destination. Dustin tells us why his word of the summit is inclusive and how the event is shining a light on what it means to be genuinely inclusive.

Elijah Washington, Youth and Collegiate Programs Director at Travel Unity

Elijah describes the topics most often discussed by students and young people around DEI and what they are primarily interested in. He shares how they are bringing the discussion to the youth in college and how they make the topic more accessible and applicable to students in the high school age range. Elijah also notes why it is so interesting to hear students’ views on DEI and how it relates to their community or culture.

Greg DeShields, Executive Director, Tourism Diversity Matters

Tourism Diversity Matters was founded on the principles of diversity, equity, and inclusion. As such, it is their priority to work within the travel industry to address those gaps in DEI. They help business leaders with appropriate resources and valuable strategies for their DEI programs via their four-pillar approach. Greg outlines the four pillars of his organization — the apprenticeship program, workforce development, DEI training, and research and data — and explains how each helps in reducing social and economic inequality and building awareness.

Janette Roush, Executive Vice President of Marketing at NYC & Co

Janette explores why accessibility needs a place in the world of inclusion and how NYC and Co are making an impact as marketers via the stories they tell. She describes why they devoted a lot of time during the pandemic to finding a broad range of stories that touch various audiences and sharing them via content hubs on their site. Janette’s word of the summit is ‘warm’ because of the welcome she has received and the sense of enlightenment shared by so many passionate people at the summit.

Jennifer Grimmer, President and CEO of Gilmer Chamber of Commerce

Jennifer believes that the travel industry can make a significant impact by portraying everyone and being inclusive when it comes to travel. Our sector should convey a welcome to anyone visiting any destination and be attentive to people’s needs in marketing and discussing travel. It’s exciting for Jennifer that the Travel Unity Summit is so popular, and she is thrilled to see that so many people working for DMOs across the country are committed to DEI.

Karen Kuhl, Executive Director, Cayuga County CVB

Diversity, equity, and inclusion is woven into every part of the tourism industry. Karen shares how the Cayuga County CVB works with a variety of partnerships and ensures that each individual organization has the same opportunity to be elevated and celebrated. She discusses what it means to be an advocate and an authentic friend to organizations means understanding and listening to them, and how that creates an alignment with visitors.

I hope you enjoyed the second episode of our special three-part series from the Travel Unity Summitt. All of these inspirational leaders had so much to share on how their organizations continue to impact DEI in the travel and tourism industry. Next week we’ll hear from more remarkable travel and tourism experts, so I hope you’ll join the conversation!

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In this series, we dive into the topic of diversity, equity, and inclusion (DEI) and hear the perspectives of leaders within the travel and tourism industry. My team has taken the show on the road without me for this episode, and I’m excited that they and you are benefitting from all the great information shared at The Travel Unity Summit. For this first episode in a special three-part series of Destination on the Left, Rhonda and Brittany visited the Travel Unity Summit to chat to attendees about their experiences working in the travel and tourism industry, and particularly their experience of DEI in their communities.

I’m excited to share all the discussions and experiences that came out of my team’s experience at the Travel Unity Roadshow in Brookhaven, Georgia, and the candid conversations they had with guests at the summit. In this first episode of a special three-part Destination On The Left series, you’ll hear from these five fantastic travel and tourism leaders:

Amber Cameron, Operations Director for Travel Unity
Aquan Robinson, Director of Destination Sales for Experience Montgomery
Bethany Rogers, Executive Director, NewTown Loans
Billy Kolber, CEO and Co-founder of Hospitable ME
Danny Guerrero, Founder, The Culturist Group

Insights and Experiences from the Travel Unity Roadshow The Travel Unity Summit is focused on allowing everyone in the travel and tourism industry to
come together to tackle how to move forward on the vital work of incorporating diversity, equity, and inclusion (DEI) into strategic planning and implementation. Destination marketers and
members of the travel industry share ideas on applying the principles of DEI to ensure that their communities are welcoming to people of all backgrounds and abilities.

Amber Cameron from Travel Unity

Amber shares how she was able to incorporate DEI into every process every step of the way because she created the HR department from scratch at Travel Unity. She describes how by using the DEI standards that Travel Unity had created using a committee of external participants from around the travel industry, they were able to follow a pre-drawn roadmap to successfully refine their policies. Amber also shares her insights into building a fully engaged team to support the organization and the wider community in their DEI endeavors.

Aquan Robinson from Experience Montgomery

The travel industry is often the first touchpoint you have in many spaces. And whatever the attractions or destinations in the local community, it is vital to make sure that everyone has a fair and equitable experience. Aquan describes why we can make a business case for diversity, equity, and inclusion and why it’s essential for cities like Montgomery to be at the forefront of these conversations. The travel industry is so crucial to every community so it must lead the way in doing the right thing with regard to DEI.

Bethany Rogers from NewTown Loans

Bethany describes how NewTown Loans have been instrumental in increasing storefront occupancy in Macon, Georgia, by giving people opportunities to purchase that bigger banks have denied them. She shares what the Travel Unity Summit means to her and why for her, knowing that the whole travel and tourism community is moving in the same direction with diversity, equity, and inclusion is inspirational.

Billy Kolber from Hospitable ME

Billy explains how Hospitable ME provides inclusive hospitality strategy and education for tourism, retail, and healthcare organizations with particular expertise in LGBTQ+. He highlights the three steps they’re taking to bring DEI to their customers, including helping them understand who LGBTQ people are and how the LGBTQ plus market is relevant to their destination or organization. Billy also shares how his organization helps destinations build an LGBTQ+ network to engage with the community and offer queer-specific content that integrates queer people and LGBTQ+ topics and venues into their overall marketing campaigns.

Danny Guerrero from The Culturist Group

DEI is fundamental for Danny Guerrero, and he shares why he considers multicultural marketing and marketing resources and platforms in the travel and tourism industry to be an absolute must. The research shows that so many people are not feeling seen or welcome or represented in destination marketing — and often marketers want to be inclusive, but they often don’t know how to. Danny emphasizes that t’s not about selecting or segregating; it’s about reinforcing your brand strategy and approach to better understand the values and motivators of marginalized groups.

I hope you enjoyed this first episode of our special three-part series from the Travel Unity Summitt. Rhonda and Brittany and the leaders they spoke to have shared so many valuable insights into how destinations can move forward to embrace the principles of diversity, equity, and inclusion. Next week we’ll hear from more remarkable travel and tourism experts, so I hope you’ll join the conversation!

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Jill Ramiel was born in Flushing, Queens, New York, and attended the State University of New York at Binghamton. While pursuing her master’s degree at the University of Washington, she met Ken Alper, a fellow East Coast native and master’s degree recipient.

The couple moved to Juneau, Alaska, in 1997 and bought the historic Messerschmidt Building. Originally built in 1898 as a bakery, the Historic Messerschmidt building in downtown Juneau now houses the Silverbow Inn Hotel & Suites. Jill and Ken have been renovating and expanding it ever since.

On this episode of Destination on the Left, I talk with Jill Ramiel about her role as a small business owner in the tourism industry and why she is adamant that collaboration is essential in creating a unique local experience that visitors also love. She shares how she delights and surprises her guests by seeking meaningful and authentic partnerships and describes her plans for the Silverbow Inn Hotel & Suites as we move into the post-pandemic travel and tourism era.

What You Will Learn in this Episode: * How small businesses can foster a sense of community and bring people together to share ideas * Jill’s creative collaborations with local partners, including a wonderful muralist, and why her guests appreciate her partnerships with the artisans of Juneau * Why being inexperienced in the travel and tourism sector allowed Jill to look at things from a different angle * How budget constraints make you more creative in your thinking * Jill reflects on the last two years and how her business moved forward during that time * How the Silverbow Inn Hotel & Suites is enhancing their customer experience with technology * The expansion of the inn and why Jill thinks visitors will love the refurbishments * Why unique local experiences start with the locals, not the tourists

Networking for Success Putting the time into researching to solve problems creatively is essential when you’re on a tight budget. And even when you’re not, there are so many reasons why keeping an open mind and relishing the opportunity to make creative decisions is important. Jill Ramiel joins us on the podcast this week to share her journey from architecture student in New York to hotelier in Juneau, Alaska.

She describes why it’s such a pleasure to work with skilled, passionate people, grow her network, and be inspired by all the talented people around her. Small business owners are a significant part of the tourism ecosystem, and it’s fascinating how destinations can work with them to really display what is special and unique about an area.

Technological Advances So many people and destinations have been significantly affected by the COVID-19 pandemic. Jill shares how her boutique hotel, the Silver Bow Inn, has made pivotal, impactful positive changes over the last two years.

She reveals that her superpower is persistence and highlights how she and her team worked together to find the solution to keeping the business afloat and relevant when the situation was changing so rapidly. Jill and Nicole discuss some of the technical innovations that allowed the inn to operate in a ‘hands-off’ fashion, including the doorknobs that you could unlock using your cell phone number and self-check-in systems — and some of the glitches that Jill had to deal with!

Keeping Downtown Areas Alive When people are all working hard individually, it can be easy for them to become siloed in their own businesses. But when your destination relies on all of the small businesses in the area it’s immensely valuable to step outside your own operations and collaborate with others. Jill notes that a good downtown is a curated downtown and that the onus was on the businesses in the downtown zone of Juneau to ensure it was an attractive place to visit — not only for tourists but for locals too. As she says, “if the locals love it, tourists will love it too.”

Visitors will be drawn to a unique local experience, and the most effective way to build that experience is to collaborate with others.

Resources: * Website: www.silverbowinn.com * LinkedIn: https://www.linkedin.com/in/jill-ramiel/ * Company LinkedIn: https://www.linkedin.com/company/the-silverbow-inn/ * Facebook: https://www.facebook.com/silverbowinn/ * Instagram: https://www.instagram.com/silverbowinn/

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Bud Geissler is the Vice President of Business Development and Sales at Group Collect. As a brand ambassador for student travel and Travel Insurance, he recently celebrated 25 years in the group travel industry. Bud served as President of the Student Youth Travel Association from 2011-2012 and was the Chair of the SYTA Youth Foundation’s Board of Trustees. Bud was also the National Account Manager at Travel Insured International before moving to Group Collect.

On this episode of Destination on the Left, I talk with Bud Geissler about his experience in student and youth group travel, and I was moved by his insights into the importance of the travel experience for young people. We also dive into how technology is making the tourist business not only more streamlined and efficient but overall more pleasant and enjoyable for everyone involved.

What You Will Learn in this Episode: * Bud’s experience as a student tour operator looking after groups traveling all over the USA * How the use of technology in the tour and travel market has evolved over the past two years * What technology can do to improve people’s experience of a destination * The app that Bud is currently working on to enhance the on-the-ground group travel experience by giving them space to create the memories and to enjoy what’s around them without worrying about the logistics of their trip * How having the mobile ability to access travel documents will streamline processes * How technology can facilitate a direct connection between the consumer and the group travel agent * How technology can provide a direct channel for future marketing and trip feedback * Why using a dedicated app can help by ensuring you have a consistent brand leaving your organization * Why the group travel segment buying cycle is so different than the retail buying experience * Challenges that Bud is seeing bubbling up right now in the group travel industry

How Technology Improves the Group Travel Experience Technology — half the time, it frustrates the heck out of us, and half the time, it simplifies our lives. But the last two years have demonstrated just how significant a role technology can play in the planning and implementing of an excellent travel experience. Leveraging technology for group travel may not seem intuitive at first, but as this week’s guest Bud Geissler explains, once you jump on board, you’ll realize how valuable and user-friendly up-to-date technology can be in streamlining the travel experience.

Bud describes where he sees the future for making connections in the group travel industry that provide travelers with an enhanced experience and travel marketers with an opportunity for direct marketing.

Streamlining Processes Bud describes how when pandemic restrictions lifted, tour operators went from zero sales to 100% sales in a three-month period and how his company was able to support tour operators to launch their products and access operations systems support from a technology standpoint.

Nicole and Bud discuss how the software being built by Group Collect not only gives access to a landing page for registration, but it also allows the traveler to register to sign documents, ask questions, and get important information such as where the local hospital is or how to get medication while they’re on the road. There is no longer a gatekeeper in charge of ensuring that the travel insurance products or information gets down downstream to every traveler in the group because the whole process is automated.

The Importance of Travel to Young People Bud also shares his thoughts on why student travel is a way to change a young person’s life. He explains his philosophy that student travel connects curriculum to reality, practice to performance, and classrooms to careers. So when any young person has the opportunity to travel, they are gaining life-changing opportunities at a time when there’s so much struggle and challenge in our society it’s a gift.

Resources: * Website: www.groupcollect.com * LinkedIn: https://www.linkedin.com/in/raymond-bud-geissler-3a787a125/

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Paulette Hicks is an energetic, passionate, and highly driven manager. She is noted for achieving results by executing solid and focused plans. Her 27 years of experience as a successful manager within the Saint John Business Community has been recognized by her peers in receiving the President’s Award by Tourism Saint John and nationally with the Hotel Association of Canada, HAC Humanitarian Award, and 2016 Women of Distinction YWCA.

She has successfully managed the Delta Saint John, which includes the largest 4-star convention hotel18,000 square feet of prime conference space in Saint John, New Brunswick. The complex is owned and operated by Slate REIT.

Paulette is highly experienced with exceptional strength in delivering financial results by revenue-generating strategies combined with well-managed margins and cost controls.

She is an engaged manager who leads her team in a direct and clear fashion. She strives to achieve an environment that consistently delivers a positive experience meaningful to guests with empowered employees. Ms. Hicks is committed to developing and mentoring employees and attracting top talent to the company.

As a high honors graduate of the Hospitality & Tourism program from Seneca College, she continues to enhance her education by working with the NB Community College and University of New Brunswick Saint John Hospitality Programs.

Ms. Hicks has invested in the growth of the destination with her commitment to implementing the Destination Marketing Fee, adding an additional $800,000 annually in marketing dollars for the Saint John region. Ms. Hicks is community-minded and sincerely invests her talents and time into many initiatives, particularly poverty reduction.

On this episode of Destination on the Left, I talk with Paulette Hicks, CEO of Envision Saint John, about the amazing feat of successful inter-organizational collaboration she has pulled off in just a few short months. The regional growth agency she heads has embraced their new model of collaboration, and Paulette describes some of the creative promotions that they have already executed and seen successful results from and how they plan to build on those results in the future.

What You Will Learn in this Episode: * How Paulette moved from hotel management into destination marketing * Lessons learned from starting a new destination marketing agency in the middle of a pandemic * Why Envision Saint John wanted to go beyond the borders of the city and involve neighboring municipalities * Paulette’s advice for engaging multiple stakeholders in new and bold initiatives * How cultivating a growth mindset has helped move Envision Saint John forward and align the stakeholders * Some of the creative approaches Envision Saint John is taking in terms of messaging and programming including collaborating on a specially written song by local musicians * The fantastic response they have had to their community handbook project and how they personalized them for different visitor groups * Paulette’s plans for building on the incredible success of the past 15 months and how Envision Saint John see the future of tourism in their region

Aligning with Partners Knitting the community together was an important theme for Paulette as she built Envision Saint John. In this episode, she discusses how she was able to go beyond the city’s borders and involve other municipalities in her organization’s mission to attract more people to the area.

The new agency brought in three legacy agencies in Saint John, which separated out property, business, and tourism under one umbrella, added a further five municipalities and created an agency that aligned around four central pillars of visitors, residents, business investment, and students. Paulette is committed to a full singular focus on growth for her entire region and has been doing a tremendous amount of work around strategy and collaboration to ensure that they’re driving revenue and defining their brand.

Growth and Abundance Growth mindset and abundance mindset are the terms that defined Paulette’s vision of building on the impetus of Envision Saint John’s first year. Her team and partners took those philosophies to heart when considering their past performance and where they want to be in five, 10, 15, and 25 years, as well as how they could create a community legacy so the young people of the area could build a life locally.

Paulette took a deliberate and very thoughtful approach by listening to all the stakeholders in all the municipalities — including mayors, and town councils, to build a prospectus that they could present to tourism operators, businesses operators, entrepreneurs, and residents to ensure global buy-in for their plans. The overarching theme of being stronger together galvanized everyone to work hard for the future.

Creative Collaborations Paulette also describes some of the “risky, bold, and different” collaborations that Envision Saint John set up, including an amazingly creative collaboration with high-profile local band Tomato/Tomato that highlighted all the things that local people loved about the area in a song which became the anthem of summer 2021.

She also shares how they created a series of community handbooks personalized for the visitor and how the collaborations and campaigns started in 2021 will carry the organization forward into 2022 and beyond.

Resources: * Website: www.discoversaintjohn.com * Facebook: https://www.facebook.com/DiscoverSaintJohn * Twitter: https://twitter.com/visitsaintjohn * Instagram: https://www.instagram.com/discoversaintjohn/

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Marc Garcia has been at the helm of Visit Mesa, the City of Mesa’s award-winning destination marketing organization, since 2012. He earned the DMO numerous visitor industry accolades and marketing campaign awards during this time. He was the catalyst for helping Mesa earn the first-ever Autism Certified City distinction in late 2019.

Marc leads a team of 12 full-time employees focused on selling and marketing Mesa, Arizona, as a must-experience destination in Arizona.

On this episode of Destination on the Left, I talk with Marc Garcia about the importance of genuinely understanding the need for Diversity, Equality, and Inclusion (DEI) in every part of the travel industry and the impetus behind Mesa, Arizona, becoming the first autism-certified city in the United States. He also shares some of the creative collaborations the city is building with other organizations and the local community, including the advent of professional surfing in the desert and an amazing farm to fork trail.

What You Will Learn in this Episode: * How Marc’s love of family and his native city led him to a starter job at the Phoenix CVB and how his career in destination marketing has progressed over the last 25 years * Initiatives that Marc has been involved in that have helped Mesa stand out from the crowd. * Why Marc was so keen to move away from Mesa CVB as a name and how they rebranded as Visit Mesa * The Visit Mesa Partnership Programme — why it’s so unique and how it delivers an awesome ROI for its members * How Mesa’s role in Arizona’s Fresh Foodie Trail® encourages visitors to the region to enjoy the farm to fork experience * Creative ways that Visit Mesa is approaching Diversity, Equality, and Inclusion (DEI) and how they are using the principles to make their destination an even more attractive place to visit * How Visit Mesa encouraged their partners, including the Chamber of Commerce, the city’s Parks Department, and three of the largest hotels in the area, to undertake the Certified Autism Travel Professional course * What Marc and his team are doing to celebrate National Autism Awareness Month in April, including a collaboration with local micro-breweries * Marc’s words of wisdom for getting community partners involved and engaged

Spearheading Collaborative Efforts Marc and I had a fascinating discussion on the podcast about the collaborative efforts of Visit Mesa, the Chamber of Commerce, the Parks Department, and various neighborhood associations that have proved to be the bedrock of the destination’s marketing success. He shared some of the best practices for spearheading a similar community collaboration, including going into discussions with an open mind and open heart.

When you’re building partnerships, all the stakeholders will have different ideas about how the relationship might look and how it might evolve over time. Marc shares why it’s essential to acknowledge that and be deliberate about your plan at the outset, with clear presentation materials so people understand your overarching purpose.

Partnership Based Program Many organizations run membership-style programs, while others prefer a partnership-based approach. Marc explains why Visit Mesa has chosen an agency-style partnership program with a pay-to-play model and a multi-tiered structure. Being a member allows businesses in the area to have greater access to the client base and a better ROI.

We also discuss some of the creative collaborations that Visit Mesa is involved with, including the Fresh Foodie Trail®, which is a large part of the destination’s brand and a strong differentiator, and the upcoming partnership with two microbreweries in downtown Mesa that celebrates National Autism Awareness Month this April.

An Autism-Friendly Destination Diversity, Equality, and Inclusion (DEI) is coming to the forefront of everyone in the travel and tourism industry’s mind, and Marc speaks to his personal passion for making Mesa a fun place to visit for all travelers. He shares why almost 5000 people in all parts of the industry have undertaken the Certified Autism Travel Professionals course and how the Mesa Regional Foundation for Accessibility, Diversity, and Inclusion is introducing high school students from Title One schools to career opportunities in the hospitality business.

Marc shared so much inspiration from his journey to making Mesa an autism-certified city, and listeners who are interested in starting a similar initiative in their own area are sure to find his candid advice helpful.

Resources: * Website: visitmesa.com * https://www.visitmesa.com/autism-travel/ * LinkedIn: https://www.linkedin.com/in/marc-garcia-catp-56830b31/ * Twitter: @marcclubg * Twitter: @VisitMesa * Facebook: https://www.facebook.com/VisitMesa

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Alex Michaels has lived in eight states and spent more than two decades in the leisure and hospitality business, punctuated by a four-year stint in the Navy that began Sept. 11, 2001.

When he learned Michael Stershic, Discover Lehigh Valley’s president was retiring after 14 years, the former Navy hospital corpsman jumped at the chance to apply. After a nationwide search, Michaels, 49, was named president of Discover Lehigh Valley, whose mission is to promote tourism and market the region.

On this episode of Destination on the Left, I talk with Alex Michaels about why he is so intentional about fostering a culture of collaboration in his organization and why he believes that educating stakeholders about their role in building partnerships has helped bolster post-pandemic success. We also discuss the positive influences on his leadership style, his commitment to constant education and reflection, and why he believes that Discover Lehigh Valley is stronger today than ever before.

What You Will Learn in this Episode: * How Alex got his start in the hospitality industry at Disney World and why it was such a tremendous formative experience in the business * How Alex’s leadership style has been influenced by his time in the Navy * Why Alex has always been motivated to embrace technology in destination marketing * Why Alex decided to move from a traditional office to a more collaborative meeting and working space * Ways that Alex and his team decided to cut spending and how it has helped them move forward co-operatively with other local DMOs * Discover Lehigh Valley’s current focus on talent supply and how they hope to tap into graduates of the region’s colleges and universities each year * How moving to a storytelling method of marketing has helped Alex’s area work together to brand several destinations or services as one

Leadership Lessons from Recent Challenges Alex describes why he is committed to creating an environment where the team at Discover Lehigh Valley has ownership of what they do at the DMO. He shares how their culture of collaboration with the Economic Development Agency, their Chamber, and their local partners has become a vital factor in their post-pandemic success.

On the show, we discussed the extent to which DMOs have become part of the economic development puzzle for their areas. Alex outlines why it’s so essential for travel and tourism leaders to emphasize the importance of educating all of the stakeholders on the investment they make into the community and to share what they have with the visitors, which are often instrumental in helping drive the local economy.

Encouragement and Support Our focus on the podcast is how collaboration and co-opetition can move you forward as a destination, so I was fascinated to hear Alex’s take on why he sees collaboration as vital to the future of the travel and tourism industry. He shares some of the creative approaches to collaboration that have helped the Lehigh Valley team move through the challenges of the last few years.

We also discussed in detail some of the projects that Discover Lehigh Valley worked on during the pandemic, including working towards a Destination Management accreditation program and a Certified Tourism Ambassador program, and why they were ready to make the pivot and leverage new opportunities as soon as shutdowns were announced.

Time for Reflection Digging deep into the operation side of the organization, from going through the accreditation process to understanding the importance of streamlining the budget helped Alex and Discover Lehigh Valley put themselves in the best position to take advantage of the renewed appetite for travel.

Alex describes how his organization has built valuable partnerships in the local area that allow them to engage potential visitors in the authentic story of the region via their marketing channels. He also highlights why the enforced pause in day-to-day activities gave the Lehigh team time to take stock and evaluate which activities were most likely to provide a return on investment and benefit the community the most.

Resources: * Website: discoverlehighvalley.com * LinkedIn: https://www.linkedin.com/in/alex-michaels-cdme-cta-2386bb13/?trk=people-guest_people_search-card * Twitter: https://twitter.com/michaels0916 and https://twitter.com/LehighValleyPA

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Sarah Imes is an experienced Tourism professional with a demonstrated history of working in the event, hospitality, and tourism industry. Her current role is Tour & Travel Manager with Visit Ithaca.

Arriving in Ithaca for school and graduating (twice!) from Ithaca College, Sarah Imes fell in love with the area and began her career in radio sales before discovering hospitality. Two hotel sales jobs and a catering director gig later, she’s spent the last 6 + years with Visit Ithaca, sharing with travelers what makes Ithaca and the Finger Lakes Region magical.

On this episode of Destination on the Left, I talk with Sarah Imes about why travel and tourism professionals need to prioritize building relationships, partnerships, and collaborations to move forward. We also dive into why listening is such an essential skill and how understanding how to build trust has helped her collaborate with others to build an experience that visitors love.

What You Will Learn in this Episode: * How Sarah approaches sales and what she has learned during her career that impacts how she does her job today * Best practices that have helped Sarah build and cement relationships with neighboring counties * How Sarah makes Visit Ithaca stand out from the crowd amongst all the great destinations in her part of the world * Sarah shares her creative approach to packaging her destination for the tour and travel market * Examples of collaboration and coopetition in the wider New York area, including a truly innovative wine cruise partnership * How the Travel Alliance Partnership (TAP) regional pod has helped Sarah make connections with other destinations * The purpose of the Wine, Water, and Wonders program and how it enables international travelers to experience New York State * Steps Sarah takes to set her up for success when going into a new collaboration * How relationships with in-market stakeholders have changed and evolved as we come out of the COVID-19 pandemic * Sarah’s exciting future plans for Visit Ithaca

Make Your Destination Stand Out As we move forward into a recovery phase for the travel and tourism industry, it’s critical to change your perspective and seek out complementary experiences. DMOs need to genuinely consider the point of view of the tour operator — listen to what the tour operator needs, how their business works, and what their customer is looking for from their trip.

When you understand your clients’ needs and put them at the forefront of your mind, it broadens your expertise in other areas. Sarah discusses how she embraces creativity and collaboration to bring visitors to her region and how she makes Ithaca stand out from the crowd now that travelers are eager to start exploring the world again. She describes some of the experiences and partnerships that she builds into the itineraries for tour operators.

Building Creative Itineraries On the podcast, Sarah Imes shares her love of building relationships and describes her experience with Travel Alliance Partners (TAP). She explains how attending the TAP Dance event over the years has enabled her to be part of a supportive New York State pod that allows all of the member destinations to create wonderful itineraries stringing together all the different destinations through New York State.

Working together and organizing assets that paired well together into exceptional itineraries that tour operators could use for extended tours has created fantastic opportunities for both groups and individual travelers.

Valuable Relationships Knowing your audience is, first and foremost, in being able to create an experience that they will love. The more you listen, the more you understand a tour operator’s business, the more you can tailor programs and become the go-to expert. You deepen relationships by really understanding who they’re marketing to, how they’re marketing, what their needs are, and responding to those needs.

Being able to tailor your elevator pitch, to speak, to the needs of the operator shows that you’re listening, that you know the resources you have around you, and who you can partner with to provide a unique experience is a crucial advantage of putting work into building genuine, long-standing relationships.

Resources: * Website: http://www.visitithaca.com/ * Facebook: https://www.facebook.com/visitithaca * Instagram: https://www.instagram.com/visitithaca/ * Twitter: https://twitter.com/visitithaca

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With a talent for creating special events that blossomed while working for her dad’s car stereo shop, Nicole Mahoney got her start in marketing at Frontier Field in Rochester, and began serving as the executive director of the internationally known Lilac Festival. Later on, she headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester.

In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left,” a highly successful tourism marketing podcast.

As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. Nicole has the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success.

On this episode of Destination on the Left, I host a question and answer session about Break the Ice Media’s acquisition of Travel Alliance Partners (TAP). This is such an exciting opportunity, and I’m thrilled that we can continue to bring together tour operators, suppliers, destinations, and travel buyers to collaborate on creating and promoting travel products. I also want to highlight TAP Dance, which we’re excited to be convening in person in Branson, MO, this May, as a crucial step toward reinvigorating the tour market.

What You Will Learn in This Episode: * A brief history of Travel Alliance Partners (TAP) * Break the Ice Media’s role as a PR and digital marketing agency that works on strategy and why TAP is an excellent addition to the team * The new business model for TAP and what it offers destinations, travel buyers, and suppliers * Why collaboration is vital to the continued strength of the travel and tourism industry * The importance of building a partnership of travel professionals with high standards of business ethics, and product quality and how that ethos allows them to develop joint marketing opportunities and share business practices in an environment of mutual trust and respect * How travel professionals can get involved with TAP, and why the 14 legacy partners form a solid foundation for future collaborations * Upcoming TAP events — including TAP Dance in May 2022 * Goals and visions for TAP going forward into recovery for the travel and tourism business

Break the Ice Media and Travel Alliance Partners Serge Talbot founded travel Alliance Partners (TAP) in 2001 to bring together a partnership of travel professionals with similar business ethics and product quality. TAP partners leverage joint marketing opportunities and use one another’s products and services in the spirit of mutual trust and respect. During the past 20 years, TAP has become known for its innovative ideas — they were the first to introduce the concept of guaranteed departures, pioneered the TAP Dance conference to allow industry professions to collaborate, and were the first in 2020 to announce a virtual event.

TAP was recently acquired by Break the Ice Media, and it went from a tour operator-owned company to a management marketing company-owned organization, but what TAP does and what it provides won’t change going forward.

Building Mutually Beneficial Relationships Break the Ice Media is excited to have acquired TAP and is committed to continuing the spirit of collaboration that is key to building a successful business. In 2020 Break the Ice Media did a research study to determine how collaboration impacts the travel and tourism industry. And through that study, learned that 90% of the respondents are confident that relationship building is the future of helping the travel and tourism industry survive and thrive.

TAP’s mission is to build a partnership of travel professionals with high standards of business ethics and product quality with the intent to buy and sell products from each other and benefit from collective buying power and develop joint marketing opportunities in an environment of mutual trust and respect.

How to Get Involved with TAP There are several ways to collaborate with TAP. They have 14 legacy partners who form the organization’s solid foundation and have developed two new partner levels, Growth and Collaborative, that people can now join without the equity buy-in to receive a variety of valuable benefits. They also have Preferred Professional Travel Providers (PPTP), who gain increased exposure to TAP’s partners and enjoy collaborative marketing benefits. TAP supports travel buyers with weekly webinars where our partners host a call and discuss specific travel itineraries, so they dig into the details.

Break the Ice Media and TAP continue to be the place where a wide variety of audiences and members can come to find business growth.

Resources: * Website: https://www.tapintotravel.com/ * YouTube: https://www.youtube.com/watch?v=4q2haO5JlJM&feature=youtu.be * TAP Events: https://www.tapintotravel.com/events/tap-dance/ * For more information about TAP or to find out how you can get involved contact: + Lisa Doerner – Executive Director: Lisa@travelalliancepartners.com + 585-308-9802 (office) + 585-330-9797 (cell)

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With a talent for creating special events that blossomed while working for my dad’s car stereo shop, Nicole got her start in marketing at Frontier Field in Rochester and began serving as the executive director of the internationally known Lilac Festival. Later on, she headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester.

In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left,” a highly successful tourism marketing podcast.

As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations digital and traditional channels. She has the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success.

On this episode of Destination on the Left, Nicole Mahoney highlights the importance of collaboration. In this ever-changing world, it’s essential to find ways to collaborate in order to survive and thrive. We need to step outside our self-imposed silos and actively seek out opportunities to create partnerships with others that move the whole travel industry forward.

What You Will Learn in This Episode: * Why the global events mean it’s more important than ever to connect positively with others * How collaboration can be powerful in the travel and tourism industry * The situation that helped Nicole understand the power of collaboration * What makes some partnerships successful, while others struggle to get off the ground * An overview of the findings from Nicole’s 2020 research study on collaboration in the travel, tourism, and hospitality * How perceived competitors can use coopetition to accomplish something bigger than themselves * The three different types of collaborators and how each one affects and how they come together to form a framework for success

A Passion for Collaboration Nicole shares her personal experience of building a community collaboration from the ground up when she was involved in the Rochester Frontier Field project. She describes how her experience of town-wide cooperation led to her subsequent passion for finding ways to build successful partnerships in the travel and tourism industry.

Bringing a community together to make something happen is magical — and it’s what sets the groundwork for success during challenging times. Nicole and her partner Susan Baier teamed to conduct a study on the effects of coopetition. This term refers to those times when perceived competitors come together to accomplish something more significant than they could achieve alone.

Breaking Out of Silos As travel and tourism industry professionals, we need to harness the power of collaboration with other organizations — even with our competitors. Recognizing and understanding the positive impacts of inter-organizational collaborations on business success is key in effectively leveraging our available tools. As Nicole says, collaboration is the exponential multiplier that makes one plus one greater than two. When we commit to working in partnership with others, we can move forward faster and more effectively.

A Collaboration Framework There are often challenges on the path to achieving successful collaboration, and Nicole describes why she grouped these challenges under three broad headings. The three C’s framework comprises communication, commonality, and commitment; while some specific challenges may be encountered more often than others, Nicole explores why it is clear from her research that overcoming challenges in all three areas is critical for collaborations to be successful.

This framework is critical in identifying opportunities in the face of adversity, and professionals and organizations that are able to navigate these three areas can thrive under any circumstances.

Resources: * Email: nicole@breaktheicemedia.com * Website: www.destinationontheleft.com/ * Website: https://breaktheicemedia.com/ * Twitter: @Break_TheIce * Facebook: @BreakTheIceMedia

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Gary Murphy is Co-Owner and Senior Vice President of Sales at Ama Waterways, and his experience in the travel industry spans more than 30 years. After completing his Business Degree at California State University, Northridge, Gary’s early business experience involved positions with IBM, Group Voyagers in Europe, and Brendan Vacations, before becoming Vice President of Marketing and Sales for the rapidly expanding Miami Air International.

From there, Gary returned to one of the country’s leading tour operators, Brendan Vacations, where he served as Vice President of Marketing and Sales and, in 2000, took over the role of President. In 2009, Murphy left Brendan to become Vice President of National Accounts for AmaWaterways; in 2013, he was appointed Vice President of Sales and became Senior Vice President of Sales in 2019.

On this episode of Destination on the Left, Gary Murphy shares his philosophy on standing out as a business by creating immersive experiences for travelers and why he believes that working with Travel Counselors is a solid business strategy. We discuss the benefits of river cruising, and Gary dives into some of the collaborations he has been involved in throughout his career that have helped the company innovate and improve their offering.

What You Will Learn in this Episode: * Gary’s path into the river cruising industry, including the different parts of the industry he has worked in and the entrepreneurial spirit woven through it * The history of river cruising in Europe * Creative approaches that Gary has taken in developing Ama Waterways’ river cruises * Gary’s philosophy toward the itineraries they create * How Ama Waterways encourage their guests to immerse themselves in the experience of the port in which they’re located * Why they prefer not to include the gratuity and how that empowers guests to take ownership of the experience that they’re having * Strategies Gary uses when faced with challenges, particularly during the last few years * Why Ama Waterways love collaborating with their Travel Advisor partners, and why they believe it’s the most financially rewarding way to manage their business * Opportunities for competition that AMA Waterways is working on right now

Creative Approaches in Travel As travelers, often our most valuable commodity is time — Gary guides us through how Ama Waterways plan and create their river cruise itineraries to allow guests to make the most of their vacation by enabling them to wake up each morning in a beautiful new town. He shares how they have designed their trips to take advantage of the most beautiful parts of a country while cruising during the day, and details some of the ways the company has innovated to provide the best experience possible to their guests.

We also discuss creative ways that Ama Waterways has encouraged travelers to make the most of each new destination on the cruise and their philosophy that you need to spend less time on the ship — no matter how beautiful and luxurious it is —and more time enjoying each new town or city.

Ama Waterways’ Philosophy on Travel Gary shares how Ama Waterways do things that they feel are the best use of their clients’ time, that give them the best value and deliver a superb travel experience. He describes how the company’s founders are, at heart, adventurers with a fortitude that moves them forward through challenges. Ama understands the best way to travel, and they follow that philosophy to deliver exceptional experiences. Gary and I discuss the difference between a poor quality all-inclusive experience and a premium experience that encourages guests to experience the gastronomy of the country they’re visiting.

We touch on what makes Ama Waterways stand out in a crowded market and why they prefer to march to the beat of their own drum and curate an experience that enhances their guest’s vacation than follow the crowd.

Creative Coopetition in River Cruising Gary discusses some of the upcoming collaborations with competitors, including The American Society of Travel Agents conference in Budapest next month. River cruise lines have come together and coordinated their ships’ timetables so that travel advisors can see the different ships firsthand.

Collaboration with guests is also a fantastic way to discover opportunities. Gary shares some of the partnerships Ama Waterways has built with other businesses after being guided by what clients are looking for to make the river cruise experience even better.

Resources: * Website: www.amawaterways.com * LinkedIn: https://www.linkedin.com/in/gary-murphy-815641155/

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Carrie Simmons is a leader, strategist, and creative problem-solver with expertise in values-driven, integrated brand and marketing approaches. She is the Executive Director of the Stowe Area Association, outwardly known as Go Stowe, serving approximately 250 business members by promoting the Stowe brand through effective public relations, social media strategies, as well as and operating a visitor information center and central reservations service for hotels and inns.

Prior to Go Stowe, Carrie was the owner and creative director of New Ground Creative, a creative firm that built brands through engaging design, dynamic campaigns, and authentic messaging. Carrie finds inspiration in travel, singing, reading, and time spent outdoors with her family. She is currently a board member of Stowe Vibrancy and Executive Board Member of the Vermont Association of Chamber of Commerce Executives.

Rachel is Chief Hospitality Experience Officer at the Sun and Ski Inn in Stowe, Vermont. She is passionate about hospitality, tourism, and marketing, and she serves on the Board of Trustees of her local destination marketing organization, Go Stowe. In December 2018, Rachel completed a certificate in Hospitality Management from eCornell. In 2020 Rachel founded her coaching practice, Peak, and she is currently working towards her International Coaching Federation certification. Rachel is an avid reader, community leader, proud wife, and mother of three and loves to mountain bike and nordic ski in the woods of Vermont.

On this episode of Destination on the Left, I talk with Rachel and Carrie, two extraordinary leaders in the travel industry from Stowe, Vermont. We discuss how facing challenges forces you to accelerate plans and how the pandemic led to a collaboration between three communities and the creation of a new brand. Rachel also gives her perspective on what’s going on in the travel and tourism industry right now, and why she made the decision to niche down in her marketing.

What You Will Learn in this Episode: * Why having a solid relationship with your DMO will benefit your business * Why Rachel went into hotel management despite never planning to take over the family business * Accelerate Women Leaders in Travel leadership retreat and how Carrie and Rachel feel it adds to professional development for women * What Stowe as an area and Rachel as a hotelier have done to stand out from the crowd * How Rachel reimagined and expanded the Sun and Ski Inn to exceed modern family’s vacation expectations * Why refining your target market can expand rather than reduce your business opportunities * Recent challenges that Carrie and Go Stowe have faced and the creative solutions that have come from adversity * How technology has played a part in being prepared for the future * Why taking risks and paying attention to trends has paid off for Rachel’s business * Carris’s advice for DMOs looking to creatively collaborate with peers and neighbors

Future Travel Trends It’s always worth paying attention to what’s going on in the market and planning for upcoming trends. The last two years have shown that constant change and evolution are the only things you can bank on in this industry.

Rachel describes her philosophy of taking risks in her hospitality business and why she constantly keeps one eye on the future as she makes decisions in her business. Thinking about how you plan to evolve as a destination prepares you for whatever is around the corner and allows you to pivot quickly with demand.

Carrie describes how the Stowe Area Association has found opportunities to collaborate with perceived competitors to create something bigger together than they could create alone. She shares examples of some amazing coopetition partnerships and why it’s essential to come together to weather storms successfully.

Collaborating with the Wider Community There are myriad opportunities to bring visitors into your area if you creatively collaborate with others in the travel and tourism industries. Carrie discusses the DMO perspective on seeking ways to connect with others to bring people to Vermont as a whole. We need to find ways to think outside of the box and realize that it’s not always necessarily the traditional collaborations that are the most effective.

Everyone you collaborate with in your town, in the different segments, and whether for economic development or recreation, builds a beautiful network of people. Rachel and Carrie emphasize that their community is what makes Stowe so special, in addition, of course, to the extraordinary landscape, historic buildings, shops, restaurants, and places to stay. It’s really the people that make the soul of the community. And that’s a big piece that stands out.

A rising tide raises all ships, after all, so leveraging the unique mix of businesses and supporting each other as a destination helps Stowe move forward.

Marketing Your Destination From a marketing standpoint, it can be hard to make a choice about who you’re hoping to appeal to with your destination. Many people hope by targeting as broad an audience as possible; they will be more successful in their business. Rachel describes why she decided to focus in tight on promoting her hotel and attractions to active couples and families and how that changed the business for the better.

Carrie ends our inspiring conversation by emphasizing the need to embrace the idea that the travel and tourism industry isn’t necessarily the end goal. The visitor economy is the pipeline to providing opportunities to the community and interconnecting them with other organizations. Having a holistic approach to the industry is the key as we’re moving forward into 2022.

Resources: * Website: www.sunandskiinn.com * Website: www.peakinspiringtransformation.com * Website: https://gostowe.com/ * Website: https://www.womenleadersintravel.com/ * Facebook: https://www.facebook.com/sunandskiinn * Facebook: https://www.facebook.com/gostowe * LinkedIn: https://www.linkedin.com/in/rachel-vandenberg-2102293/ * LinkedIn: https://www.linkedin.com/company/stowe-area-association/

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Melinda Huntley is the Executive Director of the Ohio Travel Association, the only statewide trade association representing all tourism industry sectors. Representing Ohio’s $43 billion tourism industry, the Ohio Travel Association makes Ohio’s tourism businesses stronger, better prepared, and more profitable through unifying the voice of the industry for legislative advocacy, providing professional development opportunities and training, and connecting buyers and sellers with events such as the Heartland Travel Showcase.

On this episode of Destination on the Left, I talk with Melinda Huntley about the four elements that she believes make for a successful collaboration and how to apply them in real situations. Melinda also shares details of the innovative Epic Destinations program that the Ohio Travel Association is developing and dives into the ever-changing travel and tourism industry landscape.

What You Will Learn in this Episode: * Why Melinda moved from Biomedical Communications into the travel and tourism industry * Why Melinda believes that working at a DMO was a life-changing experience for her * The many different areas of expertise you end up learning as part of a destination marketing organization * How to pick a niche market and build a program around it * How the Ohio birding collaborative project came about * Being active in the local community helps you recognize new marketing opportunities * How seeking collaboration in the face of opposition helps solve significant problems * The importance of finding common ground in making partnerships successful * The four elements that comprise a collaboration that really works * Telling the whole story of a destination, spotting opportunities, and digging into the details * Why it’s critical to focus on your ‘why’ * Recent projects that Melinda has been involved in that have leveraged collaboration * The Ohio Travel and Tourism Academy and what they do to help tourism professionals * The Heartland Travel Showcase, Epic Group Travel, and why Melinda became interested in the unique selling points of group travel

How to Achieve Successful Collaborations On this show, we’re all about building partnerships with others that benefit everyone. My discussion with Melinda was so valuable, and she shared so many golden nuggets in our conversation. She describes the four elements that are absolutely critical to achieving a successful collaboration. We discuss why you need to invite others to the table, why you shouldn’t be afraid to give credit elsewhere, how to understand the vital role that perception plays, and the importance of seeking out the root cause of making a change. We discuss in detail how to apply each of these elements, and Melinda provides specific examples of how she has used them in her organization.

We dive deep into the importance of focusing on your ‘why’ as a travel and tourism organization and seeing the end goal as the key achievement. Melinda steps us through her recent Birding project — how it got off the ground and why inviting others to the table really helped the Ohio Travel Organization get it off the ground.

Building Skills Pivoting and evolving are skills we have all had to embrace recently, and as a community, professionals in the travel and tourism have had to do it more than most. Melinda describes how asking your stakeholders what they need is an oft-missed step in a project and shares why when you seek guidance, you can really make a difference.

Focusing on your stakeholders and your customers wise is essential when you’re trying to draw focus to our destination, but often we are tripped up by not making our value clear. Melinda shares an example of when she had to take a pause when organizing a virtual conference and go back to the bones of what attendees really wanted from the event.

Getting Ready for Group Travel Melinda shares why she’s so excited about the group tour market and the possibility of leveraging the trend towards transformative travel and developing group experiences that are unique. The demand for curated travel in someone has accelerated because of the events of the last few years, so there is a real opportunity for destinations to set themselves up for success.

We discuss the importance of innovating in the space and move on from how group travel looked 20 years ago. Melinda shares the Epic Group Experiences — a training and recognition program for group travel, and how her team developed a designation program to share standards and best practices. Planning for the future is exciting and organizations like Melinda’s really are at the forefront of building collaborative networks that move the travel industry forward.

Resources: * Website: www.ohiotravel.org * Twitter: https://twitter.com/ohiotravel * Facebook: https://www.facebook.com/OhioTravel/ * LinkedIn: https://www.linkedin.com/in/melindahuntley/

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Marilee Sonneman Kostadimas delivers 20+ years’ experience and acumen in corporate events, incentive travel, and destination management.

An alumna of San Francisco State University, Marilee pursued graduate and undergraduate studies in Classics and Classical Archaeology. She holds credentials as a Certified Meeting Professional (CMP) and Destination Management Certified Professional (DMCP).

Speaker, author, byline contributor to the hospitality industry bible, the Convention Industry Council Manual 9th Edition: A Working Guide for Effective Meetings and Conventions, industry leader: As President 2016-2017 of Meeting Professionals International Northern California Chapter (MPINCC), the world’s largest chapter of the world’s largest hospitality-industry association, Marilee led MPINCC to a historic year of records and first, including global achievement as a two-time MPI RISE 2017 Award winner.

She also served two terms as President of the Society for Incentive Travel Excellence Northern California Chapter (SITENCC) and four years on the Certification and Accreditation Board of Directors of the Association of Destination Management Executives International (ADMEI).

On this episode of Destination on the Left, Marilee discusses her expertise in storytelling as a crucial aspect of successfully sharing your destination with others. She chats about her framework for creating an end-to-end storyline, which includes the unique, the exclusive, the wow, the hidden gems, and the quiet in between, and how you can shift your perspective to better understand what your guests are looking for.

What You Will Learn in This Episode: * Marilee’s journey to launching a career in destination management, corporate events, and incentive travel * The moment in Lisbon that transformed Marilee and her husband Paul’s life * The importance of storytelling in sharing your brand successfully * How Spotlight Sojourns was born of Marilee and Paul’s desire to connect pictures, words, and travels and the challenges, they faced launching during a global pandemic * Marilee breaks down how the incentive travel niche works and why it’s the perfect way to reward, motivate, and inspire * An example of a client storyline that Spotlight Sojourns put together to engage the leisure traveler * Marilee’s five-piece framework for meaningful travel * How to think about your destination or attraction as a place that inspires stories and allows visitors to build meaningful relationships with you

Travel Through a Different Lens Perspective changes everything — wise words from my guest on the podcast this week led to a fascinating conversation on how she set up a travel business to showcase real travels and authentic experiences creatively. Marilee Kostadimas of Spotlight Sojourns joined me to share how the COVID-19 pandemic cutting short her world travel plans in 2020 actually turned out to be a blessing in disguise. The enforced pause gave her and her husband and business partner Paul the opportunity to figure out their fledgling business on the front end instead of the back end.

Marilee describes how she built her career on the power of professional storytelling through shared experiences. She also highlights the importance of understanding what travel really means to people and how to take guests on a journey that inspires them holistically.

We discuss how Spotlight Sojourns creates an experience that wows travelers and inspires them to explore and engage with a destination fully. Travel is something that many people are eager to make part of their lives again, and you can make your destination stand out with a story that shines. Marilee steps us through her five-pillar framework of the unique, the exclusive, the wow, the hidden gems, and the quiet in between and how they create an inspiring experience that travelers couldn’t do alone.

Storytelling to Delight and Engage As travel and tourism professionals, we should be creating a cohesive end-to-end storyline. DMOs can use stories to give another perspective on their destination that isn’t falling back on the tried, true, proven, and popular. We need to figure out how to stop talking about meeting space capacity, hotel rooms, and facilities and really tell a compelling story that encompasses the five touchstones of a great travel experience.

We need to bring it back to engagement, connections, and relationships — Marilee explains how she does that for destinations like the New York State Canal Corporation. As a DMO, we’ve always got to keep in mind what the client is really looking for when hosting travel experiences so you can put a storyline together that fulfills the need to motivate and inspire.

Finding Your Why Marilee gives her actionable tips on how DMOs and others in the travel and tourism industry can apply her framework to their own destination. We discuss how to get people thinking differently so that they begin to see their area through a different lens. Ask yourself why your destination is special, why you’d recommend visiting your beach, your lake, your hotel, as opposed to the beach, the lake, the hotel down the road — because it’s that differentiation that is going to help you tell your authentic story.

DMOs need to formulate a plan for the future and design ways that they can draw people in to visit their area and attractions. We represent our communities, so it’s important to reach new visitors and build relationships so that those visitors return again and again. Think about how you can leverage a connected storyline that ignites emotion in potential visitors — because when people are invested in your story, it becomes part of their legacy.

Resources * Website: https://spotlightsojourns.com * LinkedIn: https://www.linkedin.com/in/marileesonneman/ * Instagram: instagram.com/spotlightsojourns * Facebook: facebook.com/spotlightsojourns

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Coming down from Cincinnati, Marketing Manager of Ghost Coast Distillery, Kelcie Beausir, has extensive experience working in the beverage industry, including a recent stop at a winery in Asheville.

She is so happy to now be living in warmer weather in Chattanooga, TN, as a part of the Ghost Coast team. Kelcie is a former trapeze instructor who enjoys adventuring with her dog, Charlie, and husband, Cameron.

On this episode of Destination on the Left, I talk with Kelcie about her experience as marketing manager for a startup distillery of expanding into new markets during a global pandemic. We discussed the importance of embracing creativity as part of your organizational culture and how collaboration has driven Ghost Coast distillery forward into a period of growth.

What You Will Learn in this Episode: * What drew Kelcie into the world of marketing, and why she loves the infinite creativity and diversity of opportunity * Unique directions that Ghost Coast has taken their marketing in — including puppy yoga! * How they have combined sophisticated spirit distilling with the fun vibe of a craft brewery * Why Ghost Coast makes so many unique spirits * The organizational culture of creativity in every area of the business and how that makes them stand out in the beverage market * How they were able to pivot creatively as a small distillery during the COVID-19 pandemic * Creative partnerships they got involved with to help themselves and others over the past two years * Ghost Coasts current projects and things coming up in the future that they’re particularly excited about * How their creative approach to promoting the brand has helped them expand into neighboring states * Examples of successful collaborations that Ghost Coast has been involved in and how Kelcie’s advice on how to set up collaborative partnerships

How to Create Successful Partnerships Putting creative partnerships together and forming long-term relationships is a great way to push forward through adversity. Kelcie and Ghost Coast have been working hard on building mutually beneficial relationships, and she joins me today to share her advice on finding brands that your travel and tourism organization could work with.

Laying the right groundwork for a successful collaboration is all about promoting your brand and demonstrating how you can help others. Companies in the travel niche are busy, so you need to stand out as an organization with new, different, and special ideas. Kelcie describes the importance of figuring out your creative idea before you approach other brands to let them know how you can benefit them as part of the collaboration.

We also dive into why we need to nourish relationships once we’ve partnered with different brands and why there’s nothing worse than just letting the momentum die. Figuring out how to keep working together and building on those collaborations and relationships is so much more helpful and supportive than just one-off events.

Creative Culture Ghost Coast Distillery was founded in 2016 and since then has been committed to hiring great minds, bouncing ideas off of each other, and really learning how they wanted the company culture to look. Kelcie describes the evolution of the organizational culture and how it has developed over the years to an open-minded, playful environment where everyone’s ideas and suggestions are welcomed.

We also talk about how the small team has been able to put together fun events that differentiate themselves from others in their industry, such as puppy yoga and comedy shows, and why that freewheeling spirit has helped them grow and build a reputation in the artisanal spirits space.

Opportunities in Adversity Kelcie shares how COVID-19 showed Ghost Coat they had opportunities to deal with the challenges they were facing creatively, personally, and as a company. She describes how they were able to pivot as a small organization and pursue new opportunities that formed the golden lining of their challenges.

One of Kelcie’s favorite creative solutions was collaborating with others to put on an initiative to safely bring live music back to the company’s hometown of Savannah, GA. Ghost Coast partnered with outdoor venues that sold their spirits to create a space where people could safely enjoy live music after the shutdown by enjoying a cocktail picnic style in the park.

We also discussed Ghost Coasts’s plans for the future — slowly and effectively growing footprint style across the nation, adding members to the team while keeping one foot planted in tradition, one foot pushing boundaries.

Resources: * Website: https://ghostcoastdistillery.com/ * Facebook: https://www.facebook.com/ghostcoastdistillery/ * Instagram: https://www.instagram.com/ghostcoastdistillery/ * Twitter: https://twitter.com/ghostcoastdist * LinkedIn: https://www.linkedin.com/in/kelcie-beausir-a9308a121/

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Sarah attended Cornell University’s School of Hotel Administration and worked at a 5-star-5-diamond resort in Colorado, a 4,000+ all-suite hotel in Las Vegas, and an international restaurant company in New York City, all before graduating. At age 22, she was the Director of Sales and Marketing for a private resort in Florida. During a brief career in Boston, she managed a 220-seat jazz club in Harvard Square.

She then moved back to Vermont and started working with her mom and uncle as the fifth generation of her family to manage Basin Harbor Club. As the Director of Sales, she now describes her role as helping people enjoy all that Basin Harbor has to offer, whether that’s a family reunion, a wedding, a group retreat, or a day spent on the Lake. Sarah was also chosen as one of VBM’s Rising Stars in Vermont.

In her free time, Sarah is a lover of the great outdoors, a gastronome, and a world traveler, and she is also certified as a Wilderness First Responder.

On this episode of Destination on the Left, I talk with Sarah Morris, who is passionate about keeping pace with evolving customer expectations while staying true to her 136yr old Vermont resort’s brand. She shares her insights on gearing up for each new summer season and why a spirit of collaboration with resorts with opposite seasons helps when successfully hiring new staff.

What You Will Learn in this Episode: * What it means to Sarah to be the fifth generation host at basin Harbour * How the Basin Harbor Resort prepares to crescendo into the summer season and add more than 100 staff to their family * How Sarah fosters a sense of creativity and collaboration to stand out from the crowd and differentiate the resort from others * Why Sarah is still so passionate about creating a guest experience that allows her visitors to relax and recharge in nature * How the Basin Harbor Resort stays actively involved in the tourism and business community * Why creativity surges when we’re facing adversity and some of the creative ways that Sarah and her team have been able to solve recent problems * How a family-focused mindset builds trust with guests and staff * Exciting projects that Sarah has planned for the next year or two * Sarah’s experience of participating in successful collaborations with others in the travel and tourism industry

How Guest Expectations Have Evolved What guests are looking for changes as much from year to year as generationally. So in a resort that has been operating for over 100 years, there have been changes over time. Sarah describes the themes that the Basin Harbor Club has carried forward over the years, including being actively involved in the tourism community, as well as the general business community in Vermont, and how that has helped them maintain their family-centered ethos.

We discuss the personality of a truly rural campus resort and how the Basin Harbor Club has stayed true to a product that they want to deliver upon experientially for their guests. Of course, it’s also important for tourist destinations to keep up with modern sensibilities, so Sarah describes how she has married online accessibility with an atmosphere of allowing people to disconnect from their home life, their work-life, and be very present during their vacation time.

Creative Solutions to Challenges When times are tough, as they have been in our industry over the last two years, we have to find creative solutions to help you overcome challenges. Sarah and I dig into some of the ways that she has leveraged the resort’s history to understand how to grow through adversity. We also discuss the importance of fostering a sense of ‘coopetition,’ where perceived competitors come together to do something bigger together than they can do on their own.

At Basin Harbor Club, they want to provide an experience that their guests love, and that includes recommending other resorts that might be more suitable for their needs. Sarah dives into what she loves about the willingness to share in the industry and why they love to work with local artisans and food and beverage producers, so they can highlight the region’s growers and producers and incorporate that Vermont flavor into their products too.

Recruiting New Staff We also take the conversation in the direction of managing a seasonal property and the challenges of scaling from 20 employees in the winter to north of 150 employees in the summer months. Sarah lends her expertise on hiring seasonal staff strategies for scaling up and how she recruits new employees in collaboration with resorts and their current staff.

The joy of being a seasonal destination is that you can seek out opportunities to connect with properties that are in opposite seasons and make sure that you are keeping good staff in well-supported roles. Recruiting staff is such a critical part of creating an amazing guest experience, especially in a resort that prides itself on its family feel and counts guests and staff as part of that extended family.

Resources: * Website: www.basinharbor.com * LinkedIn: https://www.linkedin.com/in/sarah-morris-027541b/ * Biz LinkedIn: https://www.linkedin.com/company/basin-harbor-club/

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This episode of Destination on the Left is a little different from the norm, and that’s because today I’m talking with Tom Ritter, Product Development Lead for the Niche Podcast Network. Tom shares why he is so passionate about podcasting as a marketing tool and why your podcast can help you build an exceptional professional network. We explore the importance of finding your niche, building an engaged audience, and how to offer value to your audience with your unique perspective. Tom also gives his insight into creating an exceptional guest experience so that you get the most out of the conversation.

What You Will Learn in this Episode: * How Tom got hooked into innovative ways to market * The importance of niching down as a podcaster and gaining authority as an expert in your industry * How Tom and Nicole connected and why they wanted to share their conversation on how podcasts work as a marketing tool * Why it’s essential to have a system in place that sets someone up to be successful on a podcast * How to make the guest experience positive, so you have a productive conversation * Why having an outline for your show helps you stay focused and get the most out of an interview * The digital equity of profiting from the podcast * How to leverage your podcast as a sales and referral marketing tool

Niching Down as a Podcaster Podcasting is a quicker path to trust-building when you can really niche down and be that subject matter expert.

My guest on the show this week is Tom Ritter, who owns and operates Niche Podcast Network, and I’m excited to share out conversation. The show this week is a little different as we’re discussing how to set up and host a successful podcast, and Tom’s advice on gaining digital equity with your show is so valuable.

We dive deep into the idea of niching down with your podcast and moving from serving a broad audience to a much narrower yet more engaged one. Tom shares how to identify and build authority in a niche and why focusing on a particular topic within your umbrella helps you earn trust and become a legitimate subject matter expert quicker. We also discuss how a podcast can act as a signpost back to your brand when you focus your show on a consistent and frequent message that builds listeners’ trust.

Creating a Positive Guest Experience In terms of having a productive conversation with your guest, comfort is key. As a podcaster, you have the ability to set the scene for a great interview, but you also have to have processes in place. Let your guest know what to expect ahead of time and give them an idea of the show’s format and outline what you want to talk about. Having enough information to be comfortable goes a long way in creating an environment where an authentic conversation that genuinely serves your customers can flourish.

You might envision your podcast as a candid chat as if you were having an off-air coffee, but the reality is that a great podcast takes preparation. Having an outline helps the host, guest, and audience stay focused during the show itself. Guests often feel calmer and more prepared when they can make notes before they get on the show. But, if you have an outline or questions you want to ask, give yourself the flexibility to deviate from the plan, should the guest take you in a different direction. Relaxed spontaneity often offers up great opportunities to dig deep into the juicy subjects.

Delivering Value Your podcast delivers value to your listeners as you delve into some of those fascinating subjects, but how does it offer value for your guests? Appearing on a podcast as a subject matter expert gives people excellent visibility in their field.

The more focus you put on your guest, the more value your guest perceives, and the more value you receive as a host because you’re going to be found for your name and your brand. Create social media artwork, send snippets of the show for their LinkedIn profile, and link to guests’ social media channels so your listeners can find out more. Because what you’re also doing when you grow visibility for your guest is growing it for your show and your business.

Resources: * Podcast: https://breaktheicemedia.com/podcasts/karolina-guilcapi/ * Website: www.nichepodcast.net * Email: tom@nichepodcast.net

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On this episode of Destination on the Left, I talk with Todd Stallbaumer. He shares his experience working to promote tourism in Oklahoma as the Consumer and Trade Marketing Director for the Oklahoma Tourism and Recreation Department. We discuss the importance of finding your claims and how determining them can help you stand out. Todd also discusses the importance of culture and diversity and how recognizing and respecting that can open travelers up to a new and unique experience. Lastly, we cover the importance of finding commonality and how that can lead to meaningful connections and lasting partnerships.

What You Will Learn in this Episode: * The importance of finding your claims and how doing so can help your destination stand out and attract the right audience * Understanding the big picture and how that can lead to success * How to use anniversaries and the attention they garner to launch ongoing opportunities for attraction instead * Todd’s view on diversity and exploring community and how they are highlighting that in Oklahoma to create new tourism opportunities * How Todd found his “Dynamic Destination” group and why it’s so important to find commonality with others * What makes Oklahoman excellent spot for tourists and how you can learn more about the state and all it has to offer

Finding Your Claims Have you ever traveled somewhere and expected one thing based on what you’d seen on TV or heard about the place and experienced something completely different? So many travelers have preconceived notions about destinations and what they expect to see when they get there.

This week, my guest on the Destination on the Left podcast is Todd Stallbaumer, Consumer and Trade Marketing Director for the Oklahoma Tourism and Recreation Department. Todd learned very quickly that many people had stereotypes for what they expected Oklahoma to look like. In the episode, we dive into how he tries to reimagine those stereotypes to create an entirely different experience for travelers.

We dive into how Todd found Oklahoma’s claim. In other words, he explains how he came to find what sets Oklahoma apart from other places. What you’ll be interested to know is that it’s the state’s diversity and culture that make it a unique place to visit. Todd explains how he is utilizing the state’s culture to drive new and exciting tourism opportunities for visitors to dive into the various communities found in Oklahoma.

Finding Commonality Toward the end of the podcast, we dive into Todd’s ability to find commonality with a really unique set of people. While this group of people lives all across America in very different states, they have found very specific criteria that put them in the same circle. It was so interesting to hear from Todd how they came to form this group and how he was able to find these very niche commonalities that have led to such a resourceful and helpful partnership.

Todd and I dive into the details of his dynamic group and how they use their commonalities to help each other. From sharing connections, resources, problems, and sales pitches, this team has helped each other’s states and cities find new ways to draw tourism. And, through these commonalities, they are able to refer travelers to each other and make connections with other similar travel destinations as they grow.

Resources: * www.travelok.com

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Rhonda Carges is VP Operations & Senior Consultant at Break the Ice Media. Rhonda brings more than 25 years of sales, new business development, and travel trade experience to the table. This translates into great partnership strategies and creative thinking for our clients. Rhonda is a master at creating relationships, and her deep understanding of the industry helps her create win-win opportunities for her clients. Rhonda and her team often act as a much-needed sales and marketing arm for Convention and Visitors Bureaus (CVBs), providing travel trade marketing, program management, partnership development, tracking, and reporting to the mix. She’s a forward-thinker who always knows where the market is headed – and how best to capitalize on those trends in the moment.

Adena Miller is a Consultant for Break the Ice Media. Adena brings the art of storytelling to her role as Consultant at Break the Ice Media. As a young child, her parents’ art gallery often set the scene for her creative writing, and she later went on to develop her craft as a college newspaper reporter. Weber Shandwick Chicago allowed her to hone her public relations skills across several national food and beverage accounts, and she has the windy city to thank for being transformed into a self-proclaimed foodie. A grant recipient to pursue a travel, food, and wine writing seminar in Saint-Émilion, France, further ignited her passion for wine and travel. She brings more than 15 years of public relations expertise to Break the Ice Media, where she develops media, blog, newsletter, and social content and executes event planning.

Lisa Doerner is a Senior Consultant for Break the Ice Media and the Executive Director of Travel Alliance Partners. Lisa’s background is in marketing and operations, but her path into the travel and tourism industry is an unusual one. She started her career working for a large corporation in product marketing and then working as the Executive Director for a technology association. These roles set the groundwork for her current position as Executive Director for Travel Alliance Partners (TAP), a corporation focused on connecting tour operators, travel buyers, and suppliers.

Lisa leads the TAP management team in developing operational and marketing strategies to help Travel Alliance Partners strengthen their partnerships, increase their businesses and expand their company tour portfolios. The past couple of years have found Lisa and her team reimagining how they can deliver a quality travel industry conference and marketing initiatives to TAP’s audiences despite the challenges facing the travel industry.

On this episode of Destination on the Left this week, I have a slightly different show format for you. I have been reflecting on how much the travel and tourism industry has been through in the last two years. Different destinations and industry segments have had markedly different challenges; for some, 2021 was a bumper year but for others. 2021 was another year of struggle and record low numbers. The changing state of the pandemic is felt quickly in our industry, and 2021 has seen unprecedented highs and lows. So, today, I decided to invite three team members from the Break the Ice Media team onto the show to share their perspectives and experiences as we enter into the subsequent recovery phase. I’m so excited to be joined on the show by Adena Miller, Lisa Doerner, and Rhonda Carges as we ponder both what the future holds and how we can take lessons learned during difficult times forward to serve and support the travel and tourism industry.

What You Will Learn in This Episode: * How the tour and travel segment have kept up their forward momentum, even with so many obstacles in their path * Rhonda shares her perspective as a supplier on how to be a good partner our tour operator partners * How Adena has seen travel buyers, advisors and agents respond during this challenging time * Where we should focus in 2022, as the travel and tourism segment continues to recover from the point of suppliers, travel buyers, and tour operators * How to tap into your local tourism office or destination marketing organization for support and collaboration * The importance of leveraging technology to streamline processes and make travelers’ experiences stress-free * Ways the Break the Ice team are working to help with recovery and the projects that Rhonda, Adena, and Lisa are involved in to support the travel and tourism industry * What the Bookable Product Programme offers to clients and how it can help with recovery

Lessons Learned in 2021 On speaking to the team, both during this discussion and more widely over the past few months, the importance of staying connected with people has been highlighted again and again. Talking with Adena Miller, a Consultant for Break the Ice Media, reminded me why it is essential to foster a deeper connection, even when we can’t meet in person by sharing pictures or stories.

Within the Break the Ice Media team and with our clients and partners, we found that the willingness to be open, vulnerable, and honest made a huge difference in staying positive and looking to the future.

In 2021 we saw some amazing and successful out-of-the-box thinking; Rhonda Carges, VP Operations & Senior Consultant at Break the Ice Media, joined me on the podcast this week to share her experience of embracing new ideas over the last few months. We discuss how travel and tour operators pivoted to provide online events and conferences that allowed people to ‘meet’ and make connections in a new way. The past two years’ uncertainty and adversity have embedded the mindset of growing when times are tough and seeing opportunity in difficulty.

Moving Forward in 2022 Lisa Doerner, a Senior Consultant at Break the Ice Media and the Executive Director of Travel Alliance Partners, also joined me this week on the show. We really dug into the role of a leader in the travel sector and why all of us have learned and developed more than we ever imagined possible. Lisa describes how one of the things that stood out to her was that negativity and discouragement could spread across an organization quickly and why the leadership must stay positive, despite uncertainty about the future.

Our industry is resilient, and people will continue to travel, but going forward, we will have to embrace change with open arms to be successful. Rhonda describes why suppliers need to be flexible and communicative and look for opportunities to collaborate as we move into recovery in 2022. It’s all about thinking about how we can work together; rather than working in silos, seek out the competition because your neighbor can end up being your biggest asset.

People are so ready to get back out there in 2022, and wherever we fit in the travel and tourism industry we can be a continued source of inspiration for our clients and get creative with the types of trips and experiences that travelers are craving.

Resources * https://www.tapintotravel.com/ * https://www.onlinetraveltraining.com/us/ * Bookable Product Creation * Lisa Doerner – Lisa@travelalliancepartners.com * Rhonda Carges – Rhonda@breaktheicemedia.com * Adena Miller – Adena@breaktheicemedia.com

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Cheryl Kilday, President & CEO, Destination North Myrtle Beach, CDME, has contributed to the communities where she has lived through destination development, tourism promotion, and economic development initiatives. And she has an extensive background working with not-for-profit membership-based organizations that affect a positive impact on the local economy and quality of life.

Cheryl joined the North Myrtle Beach Chamber of Commerce and Convention and Visitors Bureau in October 2018. She previously led Visit Spokane from 2010 until October 2018 after living in the Washington DC region in Northern Virginia for several years. She launched Visit Loudoun in 1996 and was the President and CEO for nearly 15 years. She began her tourism adventure in the Willamette Valley in Oregon after graduating from Willamette University in Salem, Oregon.

Cheryl also earned the prestigious Certified Destination Marketing Executive (CDME) designation through Destinations International in 2011 and has achieved Destination Management Accreditation in both Spokane, Washington, Loudoun, Virginia, and North Myrtle Beach, South Carolina.

Cheryl is a Trustee for Destinations International Travel Foundation and serves on committees for Destinations International Foundation and Association boards.

Her career honors include recognition for leadership in the meetings industry by Smart Meetings Magazine, and awards for marketing and public relations programs from US Travel, HSMAI, and an Emmy®.

On this episode of Destination on the Left, I talk with Cheryl Kilday, who shares why she believes that working for a tourism office that is part of a Chamber of Commerce gives her office a considerable advantage. We discuss how Cheryl sees the future of tourism evolving and why the curation of destinations’ stories is likely to focus more on creating a connection between places and their visitors by positioning them where potential guests are searching. Cheryl also dives into what she loves about working in the travel industry and why a huge part of the joy she finds in her job lies in the connections she builds with the local community.

What You Will Learn: * Different funding models that tourist organizations can leverage and why working with the Chamber gives Cheryl a better budget * How Cheryl helps the North Myrtle Beach residents understand and appreciate that their restaurants, retail, and entertainment options improve because they’re outnumbered by visitors on any given day * Cheryl’s advice for having a successful relationship with your team * Creative projects that Cheryl and her team have been working on to make their destination stand out * Why accountability and transparency feature highly in how North Myrtle Beach put together their messaging during the COVID-19 pandemic and how they differentiated the messaging for residents, workers, and visitors, to the destination * Why Cheryl and her team did a series of commercials for social media, local television, and radio to personify how their businesses missed their customers and what they were doing to make it safer for visitors to return * Some examples of how coopetition has worked for Cheryl and her team * The co-op program and how it world to differentiate their positioning for North Myrtle Beach compared to the larger Myrtle Beach area as a destination * How Cheryl has seen destination marketing organizations role evolve over her career

Creative Ways to Connect with Your Community Over the last couple of years, times have been challenging in the travel and tourism industry, and DMOs have had to get clever and creative. COVID-19 has required them to try new approaches and behave differently while we figured out how our world would evolve.

This week, my guest on the Destination on the Left podcast is Cheryl Kilday, President & CEO of Destination North Myrtle Beach. She joins me to share what she and her team did to let their residents and visitors know how they were going to keep them safe. We discuss the creative ways that North Mrytle Beach developed media campaigns that kept them accountable and transparent with their community to demonstrate that they were being sensitive to the needs of both the workforce and the visitors.

We dive into the fun ways that Cheryl and her team brought North Myrtle Beach to their visitors when the visitors couldn’t come to them — including putting together a Spotify radio channel of beach music, sending videos of dance lessons to learn how to do the South Carolina shag dance, and setting up cooking classes. They also developed a road trip toolkit so that people would have a fun way to connect with them on their way to North Myrtle Beach when they were ready to return.

Collaboration with Regional DMOs We dig into Cheryl’s experience of North Myrtle Beach’s collaboration with the regional DMO and how the spirit of partnership helped them move forward. I often talk about ‘coopetition,’ the idea of competitors coming together to cooperate and create bigger wins together than they can achieve independently. Cheryl shares some examples of how her small community works to differentiate itself from its larger neighbor to the south — including setting up a co-op. The co-op is a voluntary organization that contributes money to help guide the destination marketing that differentiates its brand positioning. They also have a collaborative program called Momentum that helps them raise funds for specific projects or initiatives that go beyond what the co-op dues would support.

Cheryl and I also dive into the details of her destination master plan, when the destination plans to launch it and how they have been able to fund the project through creative coopetition. She describes the ultimate goals of North Myrtle Beach to brand itself as somewhere that partners with residents to go through an inclusive community-based planning process on how they want their destination to be in the long term.

I loved Cheryl’s take on how opportunities for cooperation advance the common good by allowing everyone to buy into a common goal and work together to achieve spectacular results.

Resources: * Website: www.ExploreNorthMyrtleBeach.com * Learn about South Carolina Shag Dance here: https://discoversouthcarolina.com/articles/celebrating-the-shag-south-carolinas-state-dance * LinkedIn: https://www.linkedin.com/in/cherylykilday/ * Twitter: https://twitter.com/cyktourism

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With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester.

In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left,” a highly successful tourism marketing podcast.

As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success.

On this episode of Destination on the Left, I discuss why I’m starting 2022 with a sense of reflection, renewal, and anticipation for what is ahead. Since 2020 I have been on a journey to understand the world in a broader sense, which has led to a search for greater meaning and a focus on intentionality in my actions. This week I want to share what I have done to understand differences, identify opportunities for personal growth, and take action to help make my world more equitable, diverse, and inclusive.

What You Will Learn in This Episode: * How the Break the Ice Media team explored the topic of what diversity, equity, and inclusion meant to them and defined the actions they could take to make a difference * How Nicole became the Chair of the Diversity, Equity, and Inclusion Committee for the New York State Tourism Industry Association * How the 2021 Travel Unity Summit helped the industry focus on the importance of increasing diversity * The difference between equity and equality and why it is important * How to take your own incremental action by taking the Travel Unity Individual Pledge, which is for all who believe the world of travel should be welcoming to people of all backgrounds and abilities * What the Break the Ice Media team identified when they dug into their core value of equity and how they sought more diverse perspectives * How rounding out the team led to an invitation for Break the Ice Media to pitch to Cayuga County and Auburn, New York, for their Harriet Tubman Equal Rights Heritage Campaign to commemorate the 200th Birthday of Harriet Tubman in 2022

Reflecting on Our Journey in Diversity, Equity, and Inclusion Over the last two years, my small company has been grappling with how we fit within the Diversity, Equity, and Inclusion conversation, and we have really committed to educating ourselves around the topic.

I was very candid in Solocast 16 about the team’s journey to live out the ‘equitable’ core value within our company, and we have recently reflected on our most recent client work to see how it is significantly impacting our collective worldview. When examining how we aligned with our values, we found that we needed to work on developing more diverse partner, freelance, and subcontractor relationships to ensure we represent a wide range of viewpoints.

Being Intentional Big things will happen when you set your intentions and start to take action. You may feel as if you are taking baby steps at first, but time will pass, and you will realize that all those incremental moves have led to a monumental shift and change in your organization. I’m grateful that we took this journey and for the lessons we learned along the way, particularly the importance of humility and vulnerability when addressing biases and issues related to diversity, equity, and inclusion.

Resources: Websites:

https://travelunity.org/
https://www.nystia.org/
https://www.tourcayuga.com/
https://plimoth.org/
https://breaktheicemedia.com/podcasts/solocast-16/

Additional Resources: * Email: nicole@breaktheicemedia.com * Website: www.destinationontheleft.com/ * Website: https://breaktheicemedia.com/ * Twitter: @Break_TheIce * Facebook: @BreakTheIceMedia

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For this second episode in a special two-part series of Destination on the Left episodes, my team visited the Vermont Tourism Summit (without me!) to interview attendees about their experiences working in the travel and tourism industry, especially during the outbreak of and our gradual emergence from the global pandemic. The Vermont Tourism Summit draws one of the largest gatherings of tourism professionals in the state including owners, managers, and employees of the many businesses connected to this important segment of the economy. This year’s Summit was the 37th annual event and was held from November 17-18 at the Killington Grand Resort Hotel in Killington, VT.

I’m delighted to share the insights and experiences that the Vermont Tourism Summit attendees my team spoke with were willing to offer during their interviews. In this second episode of a special two-part Destination On The Left series, you’ll hear from these eight extraordinary travel and tourism leaders and experts:

Julie Basol, Coordinator of Marketing & Development at Vergennes Partnership
Kim Jackson, PR & Communications Strategist at Vermont Adaptive Ski and Sports
Lisa Chase, Natural Resources Specialist at University of Vermont Extension
Parker Riehle, President of Get On Snow
Peter MacLaren, Co-Owner of West Hill House Bed & Breakfast
Rick Sokoloff and Marina Meerburg, Owners of 4 Points VT
Sarah Howe, Director of Business Development at Lake Morey Resort
Sarah Morris, Fifth-Generation Host at Basin Harbor

Discussing Challenges and Opportunities at the Vermont Tourism Summit The Vermont Tourism Summit is an annual event that brings together area travel and tourism professionals, businesses, and destinations. This year’s event offered a one-of-a-kind opportunity to discuss the many challenges and opportunities Vermont area destinations are navigating in this uniquely challenging time. My team traveled to the Vermont Tourism Summit for this year’s gathering and were able to speak with eight incredible experts and business leader attendees, and here are the inspiring insights they had to share.

Julie Basol from Vergennes Partnership

Julie shares how Vergennes is the ideal destination for anyone who loves the outdoors, and she shares how her goal for 2022 is keeping the small city, its residents, and visitors safe as life begins to move back toward normal. She highlights some of the charming, family-friendly area destinations and attractions that make Vergennes an ideal place for people to visit or relocate to, and she explains why staying positive in this transition period is critical.

Kim Jackson from Vermont Adaptive Ski and Sports

Kim shares why inclusion is foremost in her mind as we close out the year and enter 2022. In her role at Vermont Adaptive Ski and Sports, inclusion is critical to their mission. Kim explains why serving people with all sorts of physical and cognitive disabilities. She discusses how the programs Vermont Adaptive Ski and Sports offers are designed to make it possible for anyone to enjoy the beautiful mountains and winter activities. She describes the kind of marketing her organization does to get the word out.

Lisa Chase from University of Vermont Extension

Lisa explains why she is so excited to be hosting the upcoming 2022 International Workshop on Agritourism being held in Burlington, VT from August 30-September 1, 2022. She shares how she got started at UVM twenty years ago, and she shares how she first became aware of the term “agritourism”. She discusses how Vermont is one of the true agritourism capitols of the world. She shares how she saw a call for proposals to present at the first World Congress on Agritourism in Italy in 2018, and what she learned from the concert. She describes how Vermont won the right to host the 2020 conference but had to postpone when the pandemic started, and she discusses how the 2022 International Workshop on Agritourism is the culmination of all the hard work and false starts.

Parker Riehle from Get On Snow

Parker shares how is organization was founded two years ago to promote outdoor winter recreation. He describes how Get On Snow isn’t just focused on bringing skiers and snowboarders to slopes but how the organization also highlights any winter sport people enjoy, including “gateway sports” such as snowshoeing and cross-country skiing. He describes how the outbreak of the global pandemic increased people’s desire to get out and enjoy nature even more than before. He shares how optimism and excitement are the prevailing feelings as people begin to become more comfortable with travel again.

Peter MacLaren from West Hill Bed & Breakfast

Peter shares how Vermont has led the way in vaccinations, and he shares how that commitment to public health has made it easier for destinations such as his West hill Bed & Breakfast to offer safer environments for travelers. He also describes how Vermont’s reputation for being one of the safest destinations has brought new people to Vermont who might never have discovered its wonders otherwise. He shares how he believes these newcomers will help offset visitor loss as long-distance travel begins to become more prevalent. He shares how the new presence of big name organizations from the ski industry is creating even more opportunities for the state and for local businesses like his.

Rick Sokoloff and Marina Meerburg from 4 Points VT

Rick and Marina share how 4 Points VT started as a mountain biking school before integrating brewery tours, and Rick talks about how a key collaborative partnership with the Trapp Family Lodge has become core to the mountain biking experience 4 Points VT offers. The pair discuss adding a third arm to their business, adding customized artisan tours for corporate groups and others. Marina explains how they’ve even begun requesting family reunions and foliage tours, and she describes how easing pandemic restrictions have helped their business grow dramatically in recent months. Rick and Marina share plans for keeping the pace of their growth while maintaining the high quality they’re known for, and they discuss their strategy for continuing to grow to the point that they can be ready to take on full-time employees. Marina describes the personnel challenges the organization has faced in filling roles to keep up with the work, and Rick shares how great training leads to happy return workers season after season.

Sarah Howe from Lake Morey Resort

Sarah describes her excitement for 2022 and the many new opportunities it is presenting for her resort. She talks about resuming paused programs and starting new ones to attract visitors. Sarah talks about expanding the outdoor activities her resort can offer for visitors and the local community, throughout the year. She explains how collaborating with local businesses and organizations has helped make both her business and the entire area stronger, and she shares how Lake Morey Resort reaches out to area businesses for partnership opportunities.

Sarah Morris from Basin Harbor

Sarah talks about how Basin Harbor, established in 1886, will be celebrating its 136th birthday in 2022. She discusses some of the challenges her organization has faced through the pandemic, including staffing shortages, and she talks about some of the exciting opportunities she is looking forward to in the coming year. She shares how Basin Harbor has experienced robust demand throughout 2021 that the organization is using to expand their offerings and renovate their facilities. She shares how her property’s staff swells from just 25 employees in the winter to over 200+ through the summer season, and she shares how bringing in international workers will be instrumental in Basin Harbor’s continued recovery as we emerge from the pandemic.

Enthusiasm for a New Beginning

As each of these Vermont area travel and tourism leaders discussed, there’s an abiding sense of optimism for 2022 as life continues to move beyond the pandemic. Through key collaborations with area partners and through developing a better understanding of travelers’ safety needs and entertainment expectations, these organizations are each positioning themselves for a stellar new year!

I hope you enjoyed this second episode of our special two-part series from the Vermont Tourism Summit. I hope the positivity and optimism these leaders have shared with us inspire you as we wrap up 2021 and turn the page for a bright new year! The pandemic has been hard for anyone in the travel and tourism industry, but the lessons we’ve learned and strategies we have developed will help us roar into the coming year!

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For this first episode in a special two-part series of Destination on the Left episodes, my team visited the Vermont Tourism Summit (without me!) to interview attendees about their experiences working in the travel and tourism industry, especially during the outbreak of and our gradual emergence from the global pandemic. The Vermont Tourism Summit draws one of the largest gatherings of tourism professionals in the state including owners, managers, and employees of the many businesses connected to this important segment of the economy. This year’s Summit was the 37th annual event and was held from November 17-18 at the Killington Grand Resort Hotel in Killington, VT.

I’m delighted to share the insights and experiences that the Vermont Tourism Summit attendees my team spoke with were willing to offer during their interviews. In this first episode of a special two-part Destination On The Left series, you’ll hear from these seven extraordinary travel and tourism leaders and experts:

Ana Dan, Owner and General Manager of the Hyde Away Inn & Restaurant
Bob Schwartz, Director of Marketing & Sales at the Trapp Family Lodge
Carrie Simmons, Executive Director of the Stowe Area Association
Diane Stockton-Breese, Director of Member Services at Okemo Valley Regional Chamber of Commerce
Fred Cercena, CEO and Founder of GetAway Vacations
Jenny Dewar, Owner of Karin’s Place
Josh Palace, Sales Manager at Spirit of Ethan Allen

Discussing Challenges and Opportunities at the Vermont Tourism Summit The Vermont Tourism Summit is an annual event that brings together area travel and tourism professionals, businesses and destinations. This year’s event offered a one-of-a-kind opportunity to discuss the many challenges and opportunities Vermont area destinations are navigating in this uniquely challenging time. My team travelled to the Vermont Tourism Summit for this year’s gathering and were able to speak with seven brilliant leaders, and here are the inspiring insights they had to share.

Ana Dan from Hyde Away Inn & Restaurant

Ana discusses the properties she owns and shares how her properties are navigating the challenge of the global pandemic by investing in technologies such as air filtration to restore traveler confidence as we emerge from the crisis. She shares how the flux of people entering and leaving travel and tourism work has created hiring challenges that her businesses are navigating by hiring foreign workers to fill vital positions. She talks about creating a welcoming community for these incoming workers, and she discusses the critical need for affordable housing for these incoming workers. She discusses allocating a few of the rooms in her inn for workers as a stopgap measure until housing accommodations are made available on a permanent basis.

Bob Schwartz from the Trapp Family Lodge

Bob shares what excites him most about the coming year and the opportunities it presents. He discusses how people’s increasing comfort with international travel is building toward a potentially great year for his organization. He explains why creating the best experience possible for visitors is an important key to attracting international travelers.

Carrie Simmons from Stowe Area Association

Carrie shares why Stowe, Vermont is excited about the coming ski season and the events her town will be able to offer in 2022 as we continue to move out of the pandemic over the course of the coming year. She also discusses how her team is ramping up for this expected coming increase in area travel.

Diane Stockton-Breese from Okemo Valley Regional Chamber of Commerce

Diane shares some of the highlights the Okemo Valley area offers across the twelve towns and villages her organization represents. She discusses a unique, pandemic-safe event her organization offered over the summer of 2021, and she shares how the event showcased many of the area’s visitor offerings. She talks about some of the key lessons her organization was able to draw from the festival that they will be able to take forward as the pandemic eases, and she shares her optimism for how the event will continue to grow in the future.

Fred Cercena from GetAway Vacations

Fred discusses why his main focus going into 2022 is the increasing amount of reservations that have been coming in from online travel agents rather than through direct reservations on their website. He shares how relying on sites like Airbnb and Expedia has created new challenges that need to be navigated. He highlights some of the programs and campaigns his organization has developed to increase the number of direct bookings. He also discusses how visitor loyalty to the area is a key concern he will be focusing on throughout the coming year.

Jenny Dewar from Karin’s Place

Jenny shares what excites her about her position as a short-term rental destination owner going into 2022, and she describes how government programs such as the PPP loan helped her businesses stay afloat through the challenges of 2020, and she shares how 2021 became a watershed year for her businesses. She describes why she is excited about her new position as the Executive Director of the Better Bennington Corporation and the opportunity the position presents for her to help in revitalizing downtown Bennington and in bringing new and returning events to the area. Jenny explains how hiring a “social media genius” has helped get the word out about the exciting things the Better Bennington Corporation is doing in the area.

Josh Palace from Spirit of Ethan Allen

Josh discusses how business boomed for his organization in 2021, even without access to travellers from Canada and other international locations, thanks to the outstanding job the state of Vermont has done in navigating the pandemic. He shares why he expects 2022 to be even bigger once international borders are fully reopened. He shares how digital partnerships have become cornerstones of his organization’s success, and he shares how the area’s more than 200 attractions have worked collaboratively to support each other through the pandemic crisis. He describes feeling like an ambassador for Vermont when encouraging travelers to take a closer look at the area’s other offerings. He explains why a strong sense of collaboration has been instrumental to his own success in his position.

Great Excitement for the Coming New Year

As each of these Vermont area travel and tourism leaders discussed, there’s an abiding sense of optimism for 2022 as life continues to move beyond the pandemic. Through key collaborations with area partners and through developing a better understanding of traveller’s safety needs and entertainment expectations, these organizations are each positioning themselves for a stellar new year!

I hope you enjoyed this first episode of our special two-part series from the Vermont Tourism Summit. I hope the positivity and optimism these leaders have shared with us inspire you as we wrap up 2021 and turn the page for a bright new year. Next week, we’ll hear from eight more remarkable Vermont travel and tourism experts, so I hope you’ll join the conversation!

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Nasya Kamrat is the Co-founder and CEO of FACULTY, a certified women-owned spatial storytelling agency that creates human-centric experiences for global brands. Passionate about innovative storytelling, Nasya constantly searches for unique opportunities to create an authentic experience that people can connect with, whether in real life or online.

As an award-winning creative strategist, she has been creating content that spans traditional, interactive, experiential, and digital media for nearly 20 years. Nasya is also dedicated to empowering women and people of color in business.

Before starting FACULTY, Nasya had the pleasure of working at some of New York’s leading global ad agencies as a creative producer and strategist. She holds a B.A. in Theatre and English from Florida State University.

On this episode of Destination on the Left, I talk with Nasya Kamrat about how storytelling can connect people to places in a more meaningful way. Nastya shares her inspirational story of collaboration amid adversity and challenge and how it inspired her to start FACULTY, which she designed as a co-op for underrepresented agencies. She shares some creative ways for your destination to stand out from the crowd by helping potential visitors experience a holistic journey. Nasya also discusses her favorite case studies that exemplify how creating a brand experience can elevate destination marketing.

What You Will Learn: * How to use spatial storytelling in your destination marketing * Finding the right story for your destination to tell * How to create a connection between a place and a guest through narrative * How the COVID-19 pandemic allowed Nasya to prompt a little bit of wanderlust in people in preparation for when we could travel again * Moments over the last 18 months when Nasya was faced with a challenge and how she moved through it creatively * How Nasya took the big agency model of gathering several boutique agencies under one umbrella but put a whole new spin on it to serve a more diverse range of people * Nasya’s advice for listeners about finding those right-fit partners with the same interests as you

Finding Your Story Brand storytelling is something that everyone talks about. But how do you create a world in which people can immerse themselves and experience stories that follow them wherever they go?

Whether you’re marketing a town, a local event, or a visitor experience, you have to keep your brand story at the forefront of your mind and reference it at every single touchpoint when the guests walk in the door. Nasya Kamrat explains the importance of defining and identifying the narrative and how to uncover the real human story behind a place — then delivering it uniquely.

Collaborating with Like-Minded Founders As destination marketers, we’re all trying to figure out what travel looks like in the post-pandemic world. The idea of collaborating and finding like-minded founders and figuring out how to work together is more attractive than ever before.

This week, my guest on the podcast, Nasya Kamrat, describes why she was inspired to band together and build a co-op of other women-owned, Black-owned, and Latinx-owned businesses. We explore why, by teaming up as destinations, we can create value and efficiencies for our clients and better support independent agencies who are underrepresented.

To learn more about Nasya and her company, FACULTY, please check out the contact links below:

Website: https://komuna.agency/
https://www.wearefaculty.com/
LinkedIn: https://www.linkedin.com/in/nasyakamrat/
https://www.linkedin.com/company/faculty/
Facebook: https://www.facebook.com/FacultyNY/
Twitter: https://twitter.com/facultyny

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Greg was previously the CMO at LifeLock. He is a seasoned executive with a unique knowledge of start-ups and how to create an innovative strategy and align it with practical execution to achieve exceptional results. Greg possesses a progressive and diverse background in Marketing (brand management, digital and traditional marketing, business-to-business (B2B) and business-to-consumer (B2C) marketing), Finance (budgeting, planning, debt & equity raise, IPO), and Operations (process improvement, risk management, call centers, and reporting & analytics). He has over 17 years of experience, ranging from Chief Marketing Officer of a $1B+ public company to the financial lead of a start-up that went public.

On this episode of Destination on the Left, I talk with Greg Lim, who gives his actionable tips on ways you can create meaningful connections with prospective customers through personalization and data. He demystifies how to incorporate personalization into your marketing by sharing his crawl, walk, run approach to implementing new marketing tactics. Greg also highlights the importance of collaboration between destination marketing organizations and how personalization can boost the success of co-op programs.

What You Will Learn: * How to deliver different personalized experiences to help a wide range of audiences and potential visitors in their trip planning * Why differentiate landing pages according to interest then extend the customer experience to your core website * How we’ve normalized bad communication and bad behavior in marketing through the historical limitations of technology * Using touchpoints to personalize a consumer experience to engage and delight virtual visitors * Approaching marketing personalization from a crawl, walk, run perspective with regards to technology * Technical solutions that allow marketers to take control of their campaigns and integrate their social media channels

Prioritize Your Website Marketing Invest in your website — because that’s where all of your social channels and your marketing are sending everyone. So, if you invest in your website, your website performs better, and you’ll get a better conversion rate and return on your investment.

You can also build new partnerships and add value to your existing partners with your destination marketing site. Personalization can empower your team to go out and find collaboration opportunities. With your destination marketing site, you can create an exciting way to expand your partnership inventory and serve the different audiences coming to your website.

Personalization Shouldn’t Be Overwhelming Gregory shares the common-sense middle ground in marketing personalization. He gives his insights on how to deliver meaningful experiences to your consumers that delight them and do it in a way that is not invasive.

You want to create a powerful experience for them that will ultimately drive your business results. The most significant opportunity for the travel and tourism industry is to take all the micro conversations and engagements that we already have with our visitors then carry that same conversation through to the website.
To learn more about Gregory and his company, Persosa, please check out the contact links below:

Website: https://www.persosa.com/
LinkedIn: https://www.linkedin.com/in/gregorylim/
https://www.linkedin.com/company/persosa
Facebook: https://www.facebook.com/teampersosa/
Twitter: https://twitter.com/teampersosa

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In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left,” a highly successful tourism marketing podcast.

On this episode of Destination on the Left, I reflect on whether 2021 has been an easier year than 2020 and why the travel industry hasn’t been able to make up the lost ground that we had hoped. I share the key elements that make up our culture at Break the Ice Media and explore our seven essential core values and how we promote and live those values. One of the changes to our work environment that COVID-19 brought was the move from sharing an office to working 100% remotely — so I also want to take some time to discuss how we collaborate and stay connected as a team.

What You Will Learn in This Episode: * The seven core values at the heart of Break the Ice Media * Why the travel industry is still having to make adjustments to welcome guests safely * How employers in the industry have the power to change the culture of our organizations and create places of work that value and respect their employees * Why we are so intentional about the culture at Break the Ice Media * Communication tools we use to stay connected now that we are all working from home * Ways that your employees can give you feedback and insight into what they enjoy and would change about the company

Our Values and Mission In my opinion, one of the key reasons that Break the Ice Media has not only survived but thrived during the COVID-19 pandemic is that we have leaned on our values. Transparency was an essential feature of navigating the challenges of recent unprecedented events as a business owner.

It was so important to me to be very transparent with our team members about where we were in the moment, what the choices were, and why those choices and decisions could change on a dime. As we head towards the end of 2021, we continue to weave our seven core values into our day-to-day practices to keep what it means to work at Break the Ice Media at the forefront of our minds.

Collaboration and Respect Our core values give us a clear understanding of who we are as a company, and understanding what we value makes it easier to make decisions and navigate the challenges of the road ahead.

As a team, we devoted a lot of time to thinking about our core values and ensuring that what we chose really embodied the company’s ethos. Collaboration is one of the values that resonates deeply with me (as you won’t be surprised to learn). We are collaborative — it is the bedrock of Break the Ice Media. In our team, everyone’s ideas, input, and talents are valued, and as a result, we all feel heard, valued, and respected.

To learn more about Break the Ice Media, please head over to the contact links below:

Email: nicole@breaktheicemedia.com
Website: www.destinationontheleft.com/summit
Website: https://breaktheicemedia.com/
Twitter: @Break_TheIce
Facebook: @BreakTheIceMedia

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President and CEO of Synthesis Management Group (SMG) Roberta “Bobbie” Goheen is a resourceful and committed leadership expert and Fortune 100 executive coach who promotes positive growth and development environments for individuals, executives, and organizational teams.

With more than 25 years of world-class experience, Bobbie is a motivational force who inspires her clients to steer their personal and professional lives in the direction of excellence. She has worked with companies worldwide and organizations ranging in size from five employees to 80,000. Clients include international, national, and local C-suite executives, managers, entrepreneurs, and professionals looking for curated, practical tools to match their desire to lead others with greater ease and agility.

Bobbie offers a multi-dimensional approach for successful business leaders and their workforce to achieve results through experimental learning and development. She utilizes researched and proven methodology combined with a style that is fresh, dynamic, and inspirational.

On this episode of Destination on the Left, I talk with Bobbie Goheen about why following your dreams and passions leads to enjoying a more fulfilling life. She shares her insights and strategies on how leaders can enhance their skills using a build, measure, learn framework and how using this model can also help you stay motivated during challenging times. Bobbie also gives us the benefit of her leadership experience on how to prepare your team members to be future leaders and the importance of trusting your instincts and prioritizing your wellbeing so you can move forward with a positive mindset.

What You Will Learn: * Bobbie’s advice for leaders keen to maintain focus and keep motivation levels high moving through this challenging and disruptive period of time * When you’re committed to finding a way forward, it doesn’t mean that you can’t change course once you start down your path — you can measure it and then learn, then adjust if necessary * Why leaders need to stay focused on the possibilities, the opportunities and cultivate a willingness to go into the unknown, be uncomfortable, and learn something new * How we can prepare our team to be future leaders, and why we need to reframe the process from delegation to development * Bobbie’s wisdom on what we should be doing to maintain a better work-life balance * Key takeaways that professionals should be taking forward with them from the disruption of the last 18 months * Why the most straightforward way companies can grow leaders is to have very clear goals and be specific on the ‘what’ of the goal, but be less specific on how they’re going to get there

The Call for Leadership Bobbie Goheen is a resourceful and committed leadership expert and Fortune 100 executive coach whose company Synthesis Management Group promotes positive growth and inspires her clients to steer their personal and professional lives in the direction of excellence.
In this episode of Destination On The Left, Bobbie shares why she believes that leaders right now need courage, passion, and the drive to step up to the consistent atmosphere of change and challenge that we live in today. Bobbie notes that before the COVID-19 pandemic, if you were willing to put in the hard work and effort, then you had a good chance of achieving your dreams.

But now, we know that we aren’t always in control of the changes in life, which is why we need to step up as leaders and trust that even when we’re not in control of external factors, we are in control of our choices. Leaders should follow a path of build, measure, and learn, testing the terrain as they go to ensure they are on the right track, and making adjustments to continue to move forward.

Trust Yourself and Your Team As Bobbie says, having the confidence to trust yourself, block out the external chatter, and measure what is happening in your environment is crucial when navigating uncertainty.

It’s also essential to build a trusted group around you, gain their insight and input, and use the ideas that resonate with you. Leadership is all about recognizing the possibilities and opportunities and being willing to go into the unknown, be uncomfortable, and learn something new.

To learn more about Bobbie and her company, Synthesis Management Group, please check out the contact links below:

Website: www.getsynthesis.com
LinkedIn: https://www.linkedin.com/in/bobbiegoheen/
Facebook: https://www.facebook.com/getSynthesis
Instagram: https://www.instagram.com/synthesismanagementgroup/

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For this second episode in a special two part series of Destination on the Left episodes, I visited the 2021 eTourism Summit held in Las Vegas, Nevada from September 20-22. At the summit, I was privileged to speak with fourteen attendees who are experts in the field of digital marketing for travel and tourism. In my conversations with today’s guest experts, I asked them to each answer one question:

“Looking into the future, what innovations are happening now that you think will impact digital marketing for your organization or destination?”

I’m so delighted to share their insightful and sometimes surprising answers with you in this week’s special podcast episode. In this episode of Destination On The Left, you’ll hear from these fourteen extraordinary digital marketing experts:

Chris Lukenbill – Co-Founder, Shrpa
Ed Harris – CEO, Discover Lancaster
Emilie Harris – Director of Marketing Operations, Bandwango
Jake Brown – Content Manager, Visit South Bend
Jason Holic – Vice President of Business Applications & Insights, Experience Kissimmee
Kyle Johnson – Digital Strategy Manager, Indiana Destination Development Corporation
Leena Riggs – Director of Marketing & Partnerships, Visit Rancho Cordova
Marc Garcia – President & CEO, Visit Mesa
Maria Skrzynski – Marketing Coordinator/Office Manager, Destination Ann Arbor
Mark Romig – Chief Marketing Officer & Senior Vice President, New Orleans & Co.
Nicole Stacey – Director of Marketing Communications, Visit Pensacola
Ralph Thompson – Executive Director Travel & Tourism, Streetsense
Tim Ash – Marketing Keynote, Trainer & Advisor
Victoria Simmons – Senior Vice President of Travel, BVK

Innovative Digital Marketing Experts at the 2021 eTourism Summit

The eTourism Summit is a one-of-a-kind conference that exists at the intersection of destination travel and tourism with cutting edge digital marketing. It’s a unique opportunity for industry leaders, marketers, and destinations to come together and exchange ideas, collaborate, and brainstorm new solutions together. This year’s eTourism Summit was held in Las Vegas from September 20-22 and offered insights into digital marketing trends, advertising innovations and new ways to connect travelers with incredible experiences. I asked each of these experts the same question: “Looking into the future, what innovations are happening now that you think will impact digital marketing for your organization or destination?” Here are the insightful answers they gave me:

Chris Lukenbill from Shrpa

Chris discusses how the many disruptions our industry is facing create new opportunities for Shrpa’s clients to tell their stories within their own communities. He discusses why an increased focus on local communities has moved from “nice to have” to necessary to navigate the pandemic. He talks about why stronger communication is going to be an increasingly critical component of travel and tourism marketing going forward.

Ed Harris from Discover Lancaster

Ed talks about the juxtaposition of digitally marketing the simple life of the local Amish communities through modern technology and social media, and he discusses why innovations in technology like AI and machine learning are transformative tools that will reshape digital marketing in the future. He talks about the power of data in informing what content destinations and marketers share, and he discusses the importance of adapting to and embracing these emerging technologies to help meet travelers where they are.

Emilie Harris from Bandwango

Emilie talks about how the industry’s broad focus on innovation is creating new opportunities to integrate various products, experiences and locations into full experience packages. She discusses how important it is for marketers to understand how the process of booking travel is changing as consumer expectations are shifting. She shares how the “niche” audiences of the past are dissolving and how authentic, unique experiences are becoming the cornerstone of travel and tourism marketing.

Jake Brown from Visit South Bend

Jake talks about the role of data in travel and tourism digital marketing, and he shares why being able to track the success of campaigns by how much revenue they have generated for the area is going to be a sea change for digital marketers going forward.

Jason Holic from Experience Kissimmee

Jason explains a calculator tool his organization developed to help track key data metrics that they have made available to other DMOs, and he shares how it helps track media impact of your messaging through transparency and the dynamic narratives it can create. He explains how the tool uses 30 different data points to fine tune visibility over your metrics and help you communicate with four key stakeholder groups using language they themselves use to help you demonstrate the value you’re driving to them.

Kyle Johnson from Indiana Destination Development Corporation

Kyle shares how his organization’s transition from the Indiana Office of Tourism Development to the Indiana Destination Development Corporation has allowed the organization to expand their goals and cast a wider net. He shares why their goal isn’t just to attract visitors but to also attract talent to the state. He discusses the important role location tracking serves for the organization, allowing for targeted messaging. He talks about how Indiana has seen big success bringing corporations to the state, and he shares how the next goal is to bring more workers to the state as well.

Leena Riggs from Visit Rancho Cordova

Leena shares how her organization is focused on more and stronger data collection, and she shares how Visit Rancho Cordova is exploring options for engaging with and messaging in-market. She shares how the data is powerfully informing how Rancho Cordova plans their future growth.

Marc Garcia from Visit Mesa

Marc shares how his organization is focused on accessibility in travel as part of Visit Mesa’s larger Diversity, Equity and Inclusion (DEI) efforts. He shares how Mesa, Arizona has worked hard to become the nation’s first Autism-certified City and is now seeking to become a city known for its accessibility programs and initiatives. He shares how Visit Mesa has recently established the Mesa Regional Foundation for Accessibility, Diversity and Inclusion, which will be used to purchase accessibility technologies. He also talks about how his city is building what will be the largest youth and amateur sports complex in the country.

Maria Skrzynski from Destination Ann Arbor

Maria shares how her organization is working to strengthen its local partnerships and collaboration with other organizations and sectors to elevate the energy of the community. She also discusses the importance of unity within Ann Arbor.

Mark Romig from New Orleans & Company

Mark discusses how people are using handheld devices far more than tablets, desktops and other large devices, and he shares how his organization is focused on developing their integration with phones and other handhelds. He talks about the importance of focusing on the consumer’s needs and obstacles and staying ahead of the curve by meeting them where they are.

Nicole Stacey from Visit Pensacola

Nicole talks about how Visit Pensacola is reallocating their budget to use connected TVs to better reach people. She talks about the importance of transparency and honesty in messaging, and she shares how Visit Pensacola is utilizing targeted marketing strategies and messages to reach niche traveler groups.

Ralph Thompson from Streetsense

Ralph talks about how Streetsense is creatively using podcasts to build relationships with travelers in a more casual way than traditional messaging. He explains how even smaller, resource-challenged DMOs can take advantage of established podcasts to amplify their message.

Tim Ash, Marketing Keynote Speaker, Trainer and Advisor

Tim discusses how travel planning can take advantage of Alexa, Siri and other voice assistants and the casual, conversational way they work. He shares why it is important to understand the psychology behind how people make decisions, and he explains how evolutionary psychology can be the key to anticipating and guiding people’s decision-making processes.

Victoria Simmons from BVK

Victoria talks about how DMOs and destinations are becoming better at having in-market conversations with travelers and connecting them directly to travel partners. She shares how geolocation data is becoming a powerful resource for enhancing this connection with travelers.

Technological Innovations and the Role of Data

As you can see, many of the leaders I spoke with hit upon recurring themes around emerging technologies and new ways of collecting, collating and analyzing data. The outbreak of the global pandemic has created major strains and challenges on travel and tourism, but it has also given us a unique opportunity to reevaluate how we market destinations to travelers and how we can share our messages in more targeted ways and with larger, more diverse audiences.

I hope you’ve enjoyed hearing insights from the 2021 eTourism Summit and from these extraordinary travel and tourism marketing experts and leaders. As our world slowly begins to turn the tide against the pandemic, one thing is certain: by embracing new innovations and outside-the-box ideas, the future of travel and tourism looks bright!

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For this first episode in a special two part series of Destination on the Left episodes, I visited the 2021 eTourism Summit held in Las Vegas, Nevada from September 20-22. At the summit, I was privileged to have the chance to interview fourteen attendees who are experts in the field of digital marketing for travel and tourism. In my conversations with today’s guest experts, I asked them to each answer one question:

“What has been the biggest change in your digital strategy that has resulted in big wins for your organization or destination?”

Chris Lukenbill – Co-Founder, Shrpa
Ed Harris – CEO, Discover Lancaster
Emilie Harris – Director of Marketing Operations, Bandwango
Jake Brown – Content Manager, Visit South Bend
Jason Holic – Vice President of Business Applications & Insights, Experience Kissimmee
Kyle Johnson – Digital Strategy Manager, Indiana Destination Development Corporation
Leena Riggs – Director of Marketing & Partnerships, Visit Rancho Cordova
Marc Garcia – President & CEO, Visit Mesa
Maria Skrzynski – Marketing Coordinator/Office Manager, Destination Ann Arbor
Mark Romig – Chief Marketing Officer & Senior Vice President, New Orleans & Co.
Nicole Stacey – Director of Marketing Communications, Visit Pensacola
Ralph Thompson – Executive Director Travel & Tourism, Streetsense
Tim Ash – Marketing Keynote, Trainer & Advisor
Victoria Simmons – Senior Vice President of Travel, BVK

Innovative Digital Marketing Experts at the 2021 eTourism Summit The eTourism Summit is a one-of-a-kind conference that exists at the intersection of destination travel and tourism with cutting edge digital marketing. It’s a unique opportunity for industry leaders, marketers, and destinations to come together and exchange ideas, collaborate, and brainstorm new solutions together. This year’s eTourism Summit was held in Las Vegas from September 20-22 and offered insights into digital marketing trends, advertising innovations and new ways to connect travelers with incredible experiences. I asked each of these experts the same question: “What has been the biggest change in your digital strategy that has resulted in big wins for your organization or destination?” Here are the insightful answers they gave me:

Chris Lukenbill from Shrpa

Chris shares how the industry-wide disruption of the global pandemic has created a unique opportunity to share experiences and user-generated content. He discusses the challenge of creating and sharing great itineraries that go beyond a single viewpoint and that are available “where the visitors are”, whether that’s Shrpa’s website or elsewhere. He explains why it’s easy to find directories of information but it is often difficult to get a good understanding of the full experience a destination offers, and he shares how Shrpa is working to bridge that gap for travelers.

Ed Harris from Discover Lancaster

Ed shares how Discover Lancaster has focused on making greater, more meaningful investments in social media over the pandemic, and he shares how experimenting with alternative information vehicles like video has helped significantly increase Discover Lancaster’s social media engagement and following. He discusses why content centered on the local Amish community has been a big driver in this stronger engagement as people learn more about the Amish lifestyle. He discusses how the pandemic has highlighted a new level of desire from travelers to find unique escapes from our modern lives and challenges. He discusses how his team created five video ads highlighting activities that can be done in a pandemic-safe way in the area, and he shares the big results these videos have generated.

Emilie Harris from Bandwango

Emilie discusses how the biggest shift she has experienced working with clients has been greater focus on tracking bottom-of-funnel conversions rather than top-of-funnel inspiration-focused marketing. She explains how this information has helped many clients transition their websites into e-commerce engines, and she talks about how the integration of new website strategies and new tools has created exciting opportunities for clients. She discusses Bandwango’s work connecting communities with local businesses and crafting engaging experiences, through web-based free and paid “passports” that highlight client offerings while allowing Bandwango to collect invaluable data and traveler insights.

Jake Brown from Visit South Bend

Jake describes how Visit South Bend has been experimenting with and collecting data on a variety of ideas, such as advertising through Expedia. He discusses why Visit South Bend’s focus has shifted from inspirational top-of-funnel campaigns to the actual booking process, and he explains why the global pandemic has created new opportunities farther down the sales funnel. He discusses how the content his organization is creating integrates with their paid campaign efforts, and he explains why Visit South Bend is layering content to help guide traveler choices at all levels of the funnel.

Jason Holic from Experience Kissimmee

Jason discusses how he and his team have shifted their focus to in-state marketing targeting Florida residents and drawing them to the many experiences available in the Kissimmee, Florida area. He talks about using data to help the team reprioritize which markets they are advertising in. He explains why the goal has been to drive knowledge of the impact of the global pandemic on travelers, and he shares how leveraging the area’s unique ability to handle high volumes of traveler traffic has been an invaluable asset.

Kyle Johnson from Indiana Destination Development Corporation

Kyle shares how he was introduced to the concept of “bricks and feathers”, including heavy pieces of major content called “bricks” that can be sliced into smaller pieces of “feather” content. He shares how his team put together a scavenger hunt list of “stranger things” travelers can find in Indiana that connect to the fictional town of Hawkins, Indiana featured in the Netflix series “Stranger Things”. He describes how that list became 12 separate social posts over 14 days that generated more than 250,000 organic social channel impressions. He shares how the pandemic put all of the team’s initiatives on pause, and he talks about how the team navigated the challenges of the pandemic using their “bricks and feathers” content to empower their social media efforts and drive traffic to exciting, pandemic-safe outdoor destinations in every county in the state.

Leena Riggs from Visit Rancho Cordova

Leena shares how the pandemic has created a unique opportunity for her organization to shift to user-generated content, and she shares how this has allowed Visit Rancho Cordova an opportunity to partner with local residents in a unique way. She shares how residents are creating unique hashtags and amplifying the organization’s message.

Marc Garcia from Visit Mesa

Marc shares how the pandemic pushed Visit Mesa to turn inward and form a steering committee made up of Mesa residents that has advanced his organization’s digital strategies and social media outreach. He explains why the pandemic has given Visit Mesa an opportunity to inform locals of what their organization does to support the area. He shares how the steering committee came about and immediately assisted Visit Mesa in formulating a strategy to deal with the challenges of the pandemic by marrying songs with photos of the region.

Maria Skrzynski from Destination Ann Arbor

Maria discusses how one of the big changes Destination Ann Arbor has made has been collaborating with residents and supporting local business through stronger connections. She explains how user-generated content has become a backbone of her organization’s marketing efforts and social media outreach. She shares how Destination Ann Arbor has been exploring new ways and channels to connect with local residents, and she explains why these collaborations are a win-win-win for everyone involved. She shares how her organization reaches out to highlight how they can be of assistance to local businesses and destinations.

Mark Romig from New Orleans & Company

Mark discusses how his organization worked to shift the perception of New Orleans as an “adult playground” and highlight how it’s an extremely family-friendly destination, by partnering with a group of “mommy bloggers” to share their travel experiences. He shares how leveraging influencers and social media can be an extraordinary way to connect with niche markets and get the message out. He also shares how Instagram has been a key platform to share the exciting sights in New Orleans, and he discusses how merging two competing websites into a single “one stop shop” internet address has helped travelers find information more easily.

Nicole Stacey from Visit Pensacola

Nicole talks about how “pivot” has been the key word through the pandemic for so many organizations in travel and tourism, and she shares how Visit Pensacola has used a multi-channel strategy throughout the full funnel to dig deeper into the “why” of the destination. She shares how sharing an authentic experience that goes beyond Pensacola’s famous beaches has been transformative for the organization. She describes how connecting with audiences and the things that inspire them has gotten easier through the use of real-time data. She discusses how the agility of digital marketing has been crucial for navigating the challenges of the pandemic.

Ralph Thompson from Streetsense

Ralph talks about how Streetsense leverages its experience in digital marketing to reach audiences and deliver measurable results. He discusses how the evolution of data collection has been an extraordinary asset for his organization. He talks about the importance of building relationships and engaging consumers both logically and emotionally, and he talks about how video is becoming a crucial component of digital travel and tourism marketing.

Tim Ash, Marketing Keynote Speaker, Trainer, and Advisor

Tim explains why too many destinations are “in love with themselves” and are focusing too much on polished visuals and not enough on the process of planning for travel. He talks about why it’s crucial to focus on how you can be helpful to your audience, and he shares how our brains interpret text, graphics and motion to determine what we’re paying attention to. He shares why it’s important to be conscious about the elements of your digital marketing to ensure that a viewer’s attention is being drawn to the right elements.

Victoria Simmons from BVK

Victoria talks about how the pandemic has given BVK a new opportunity to help clients make better sense of data without feeling overloaded through creating a data dashboard and investing in analysts to help interpret the data and translate it into strategy. She shares how the greater access to data and the ability to target consumers individually has transformed interactions and empowered destination organizations to better reach their audiences. She talks about why personalized content isn’t necessarily about having something new to say all the time but is about delivering content that speaks to the listener.

Collaboration and a Renewed Focus on Local Residents

As these extraordinary leaders shared, a key recurring theme is that so many of their organizations found new life and new purpose through the pandemic by collaborating with local residents and “turning inward” to highlight why sometimes the most exciting and unique experiences happen in our own communities. Another common theme has been looking beyond the top of the funnel and exploring multi-channel initiatives that target people throughout the sales funnel across a diverse range of communications mediums.

I hope you enjoy this first episode of this two-part 2021 eTourism Summit series. Next week, we’ll hear from even more remarkable digital travel and tourism marketing experts from the eTourism Summit to share their insights and experiences.

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Karolina Guilcapi has managed private luxury tours since 2006, endlessly promoting a hands-on travel approach. With a background from Johnson & Wales University, a school dedicated to food and travel, she has been deeply involved in the growth of the tourism industry. Specializing in Latin America, Karolina represented her product at countless trade shows, organizations, and events around the world, inspiring travelers to become lifelong clients. She has tasted her way across 40 countries continuously inspecting services, meeting local foodies, and searching out the next morsel to offer in her itineraries.

She treats food like she does travel – an experience that should utterly satisfy you.

In this episode of Destination On The Left, Karolina shares why collaboration with chefs and organizations across the South American continent has allowed her to build a thriving travel business even during the global pandemic. Karolina also discusses why anticipating and addressing travelers’ concerns and needs has become a cornerstone of her work.

What You Will Learn: * How immigrating to New York from Poland at age ten sparked Karolina’s passion for travel and exploring new places, and why she focuses her work on Latin American travel * Why Karolina chose to start her company, Sated Ventures, and how it has taken off even during the global pandemic * How Sated Ventures has carved out a unique niche by focusing on local chefs as guides to the unique flavors, ingredients and culinary history of the region * What new skills and talents Karolina has discovered since launching her business, and what challenges she has overcome during the pandemic * Why collaboration and being active within the local community as a helpful partner can be a powerful organic way to grow your business * What changes, new challenges and opportunities Karolina expects as we begin to return to global travel * Why understanding and problem-solving for travelers is a key component of Karolina’s work, and why seeing things from the perspective of the traveler is vital

Creating a Unique Travel Niche Through Collaboration Karolina Guilcapi is an innovative travel expert who has carved out a unique niche for her company, Sated Ventures, by focusing on the unique culinary adventures and flavors to be found in South America. In this episode of Destination On The Left, Karolina shares why collaboration with chefs and organizations across the South American continent has allowed her to build a thriving travel business even during the global pandemic. Karolina also discusses why anticipating and addressing travelers’ concerns and needs has become a cornerstone of her work.

Transparency, Being Helpful, and Identifying Partnership Opportunities As Karolina said during our conversation, world travelers often save the South American experience for last, preferring to tour Europe and Asia. However, by leveraging creative partnerships, Karolina is working to change that. Karolina’s organization, Sated Ventures, focuses on the unique dining experiences available in South America and works closely with local chefs, restaurants and other food industry organizations to create unique, once-in-a-lifetime travel experiences for her clients.

By maintaining a tight focus on this unique niche and by working tirelessly to be helpful to her clients and partners, Karolina has been able to organically grow her business even during the unique travel challenges of the global pandemic. This extends to anticipating and understanding traveler concerns about the coronavirus pandemic and working to address them in an empathetic way. Karolina is truly a facilitator whose specialized knowledge of South American cuisine has allowed her business to thrive even during these challenging times.

To learn more about Karolina and her company, Sated Ventures, please check out the contact links below:

Website: www.satedventures.com
LinkedIn: www.linkedin.com/in/karolina-guilcapi-15670066/
Facebook: www.facebook.com/satedventures
Instagram: www.instagram.com/karo.travels.and.eats/

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Melanie Esterhuyse was initially employed as the Public Relations Officer (PRO) of De Doorns Cellar in 2000 when the winery joined hands with local DMO, Hex Valley Tourism Association. As the tourist association could not employ someone permanently at the time, Melanie volunteered to step up and assist them and developed a passion for this rapidly growing industry.

Over the past 25 years, Hex Valley Tourism’s purpose has changed from only serving as an information desk to taking on the role of a true philanthropist and representing the community in a more diverse way. By managing sustainable programs that will successfully and responsibly contribute towards the growth of the local industry and economy, Melanie and the Hex Valley Tourism Association hope to leave a legacy of endurance and steadfastness.

On this episode of Destination on the Left, I talk with Melanie Esterhuyse about how this podcast has sustained her creativity throughout the COVID-19 pandemic. She shares how the Hex Valley Tourism Association stepped up to the unexpected challenge and used it as an opportunity to move the organization forward into the future. We also discussed the evolution of the Hex Valley Tourism Association and how it has helped her region grow tourism to a meaningful economic contributor over the last 25 years through creative co-opetition.

What You Will Learn: * How the Hex Valley Tourism Association has developed from the three original tourism organizations to the 20 now involved * The four central goals the Hex Valley Tourism Association is working towards and how they are faring * The creative solutions that Melanie’s destination has used to help them stand out from the crowd * How Hex Valley are identifying ways that they can position themselves as unique and different from other similar destinations * How the Destination on the Left podcast has helped Melanie, and her team put together a marketing strategy plan for 2022

Creative Marketing The Hex Valley Tourism Association in South Africa is identifying ways that they can position themselves as unique and different from other similar destinations. PRO of the association, Melanie discusses how they worked on a creative marketing strategy that saw them partner with travel influencers to help their brand reach niche audiences and markets. Melanie also shares how her team created the amazing video content for their social media channels.

Managing Expectations in Partnerships Managing expectations is critical in a partnership, but how do you set the groundwork for a successful partnership? Melanie explains why clear communication and giving back to the community supporting them is critical to achieving long-term buy-in. We discuss how the tourism association tapped into the community’s collective knowledge to promote their destination and how Melanie is leveraging the popularity of similar wine country destinations to build on recognition and broaden the experience for visitors and offer them even more.

Website: https://www.hexrivervalley.co.za/
LinkedIn: https://www.linkedin.com/in/hex-valley-tourism-4b628338/
Facebook: https://www.facebook.com/HexValleyTourism/
Twitter: https://twitter.com/hexvalley

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Sherrif Karamat, CAE, is the President and Chief Executive Officer of PCMA. He also serves as President of the PCMA Foundation and Publisher of Convene magazine.

As CEO, Sherrif leads the vision, mission, and promise for PCMA’s global family of brands. He serves the greater business events industry as a prominent business architect, enabling our community to become a catalyst for economic and social progress, organizational success, and personal and professional development.

In his previous role as Chief Operating Officer, Sherrif led the development and implementation of PCMA’s new vision: driving global economic and social transformation through business events. In addition to his responsibilities at the executive level, Sherrif also directed streamlining of PCMA’s content creation and delivery channels into one organization. He oversaw partnership, business services, membership, business development, and technology teams.

As part of PCMA’s growth strategy, Sherrif has led a major data intelligence program and played a key role in the 2017 acquisition of Incentive Conference & Event Society Asia Pacific (ICESAP).

A leader in the business events industry, Sherrif previously served as Vice President of Business Sales and Services for Toronto Convention & Visitors (Tourism Toronto). He has served on various boards and is currently a director on the Destination International Board of Trustees.

Sherrif is a life-long learner, and in addition to completing his bachelor’s degree and Masters of Business Administration from York University in Toronto, Canada; he has completed postgraduate certificate programs at Wharton School of Business at The University of Pennsylvania, Kellogg School of Management at Northwestern University and the University of Chicago. At Harvard Business and Law School, he completed a program on strategic negotiations for senior executives and a program at Massachusetts Institute of Technology (MIT), one on data intelligence and big data.

On this episode of Destination on the Left, I talk with Sherrif Karamat, who I met at the Destinations International annual convention in Baltimore, Maryland, and whose insights I hope will inspire you going forward. Sherrif shares his thoughts on the importance of face-to-face meetings and gives an overarching perspective of the business meetings industry’s impacts on a vast range of topics and industries. We discuss why when we meet in person, we solve complex issues faster, how those connections will help form and sustain the meetings industry of the future, and why disruption uncovers new value and brings us into focusing on outcomes rather than outputs.

What You Will Learn: * Why the events industry has been sadly missed over the last 18 months * The critical flashes of brilliance that Sherrif has found during the COVID-19 pandemic * Lessons learned on recovery and change and how Sherrif is taking some of them forward * How do we create engaging experiences and broaden our reach with technology * Sherrif’s thoughts on how disruption will shape the future of the travel industry * Why it’s vital to be centered around the people we serve, so they will want to engage with us

Lessons for the Future When humans are faced with roadblocks, we start to innovate — and COVID-19 certainly threw up a few obstacles! Sharrif and I discuss the lessons learned by the travel industry, including how we can leverage technology to broaden our reach and engage with more people. Sharrif also shares why he firmly believes that in-person events will see a resurgence in the future as people seek out opportunities to forge meaningful connections.

Purpose Driven Outcomes Disruption can help us uncover added value by challenging the status quo. In the travel industry,
we want to center our events and organizations around the customers we serve and how we are solving their issues or creating value for them that makes them want to engage with us. When we rethink that status quo and shift our mindset, we can bring people together and focus on positive outcomes, not merely outputs.

Convening Leaders Registration Page: https://conveningleaders.org/
Website: https://www.pcma.org/
LinkedIn:
- https://www.linkedin.com/in/sherrif-karamat-822b821/
- https://www.linkedin.com/company/pcma_2/
Facebook: https://www.facebook.com/PCMAHQ/
Twitter: https://twitter.com/pcmahq

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Brian Applegarth is a strategic voice and leader in the advancement of cannabis-related travel and tourism. He is the founder of the Cannabis Travel Association – an international non-profit organization that is the united voice of cannabis tourism and travel, Cultivar Strategies – a cannabis-solutions provider for travel destinations, and The Cannabis Trail – a non-profit dedicated to preserving and celebrating cannabis history and culture in northern California.

Brian serves as a subject matter expert for industry organizations like the California Travel Association, Destinations International, San Francisco Travel, Sonoma County Tourism, Visit Greater Palm Springs, Visit West Hollywood, and the Las Vegas Chamber of Cannabis. Holistic strategy, innovation, and thought leadership at the intersection of cannabis tourism are the signature of his work.

Brian was the sole expert advisor for the first-ever national research on the Cannabis Travel Audience profile in the United States. He is known for creating the Cannabis Effect Pairing method, a proprietary consumption method for psychedelics in travel, serving the visitor profile in a safe and meaningful way while spreading visitor spend strategically throughout a destination by positioning cannabis as a tool for targeted sensory enhancement. A world traveler with an appreciation for culture, passion, and human rights – Brian brings a global, expansive perspective to his work.

On this episode of Destination on the Left, I talk with Brian Applegarth about the cannabis travel trend, and he walks us through what cannabis experiences look like when embraced by a destination. He does a deep dive into the various facets of the cannabis market, including leisure, business, and medical, and describes how cannabis pairs perfectly with travel and tourism opportunities. Brian also discusses how destinations can respond to the growing appetite for cannabis-related experiences in a safe and informed way.

What You Will Learn: * Ways cannabis experiences are currently being delivered across the USA and the scope for innovating in the niche in your destination * The foundational values of the Cannabis Travel Association International, including advocacy, education, and networking * Why the type of visitors who are seeking out cannabis experiences aren’t necessarily who you would expect * The options for educating visitors on the uses of hemp and cannabis and developing a product that travelers can experience when they’re visiting your destination * Creative collaboration and partnership opportunities in the cannabis tourism industry

Developing Cannabis Experiences Cannabis comes in many different forms or product categories, and Brian describes the sheer variety of experiences available within the cannabis niche. From CBD relaxation tea to a spa day complete with a topical cannabis oil massage, destinations can leverage many creative options as part of their cannabis experience offering. Wherever your destination, there are opportunities to breathe new life into a region’s signature crop to create a new product that attracts a new tranche of visitors.

Values of the Cannabis Movement Brian describes why he feels an immense sense of responsibility to ensure that cannabis visitor experiences are done correctly. His ambition is to elevate all of the opportunities that show the positivity and the power of the plant and encourage destinations to explore all cannabis’ uses, from sustainable hemp products to its medicinal uses. Destinations have an opportunity to get in on the ground floor of the niche and do it right — to ensure that visitors have a safe and meaningful experience.

Cannabis Dosing Scale: https://breaktheicemedia.com/wp-content/uploads/2021/08/Dosing-Scale_Final_Effect-Pairing.jpg
Website: https://cultivarstrategies.com/
LinkedIn:
- https://www.linkedin.com/in/brian-applegarth/
- https://www.linkedin.com/company/cannabis-travel-association/
Twitter: https://twitter.com/bapples2

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Clark Twiddy is the President of Twiddy & Company, an asset management and hospitality firm founded in 1978 along the North Carolina Outer Banks. He was raised in Duck, North Carolina, and is a combat veteran of the US Navy and an alumnus of several universities.

Clark has served in numerous public, private, government, and non-profit capacities at various levels, from volunteer to Chair. He was selected as the FBLAs Business Person of the Year in North Carolina in 2019 and is currently the President of the Outer Banks Community Foundation.

Married to a native Texan, he is the father of two young daughters and enjoys time on the water and the guitar in his spare time.

On this episode of Destination on the Left, I talk with Clark Twiddy about leading effectively during a crisis. Clark reflects on how he worked to build a trusting relationship with his customers even during the lockdown and why that allowed him to reap the rewards once things reopened. We also discuss how Clark’s company built capacity and value through digital innovation and how they work in partnership with the University of North Carolina in the spirit of co-opetition.

What You Will Learn: * Clark reflects on his experience managing his vacation rental business through the pandemic * The two reasons businesses in the travel industry can fail * How showing vulnerability builds trust * How Twiddy & Company built capacity and value by leveraging digital tools * Why Clark was so keen to engage with the broader community on a sustainable tourism project * The creative ways that Clark has guided his company through the last 18 months and the key lessons learned

Maintaining Visitor Trust As the pandemic took hold, customer confidence in the possibility of future travel took a nosedive. Clark explores the lessons his company learned about maintaining visitors’ trust and why it was so important to be honest and transparent — and he shares the three key factors that comprised their covenant with their customers. We discuss why it is so powerful to acknowledge failures and how it allows community partners and stakeholders to have faith in your business.

Leading in a Crisis Leaders in the hospitality industry are predisposed to want to give visitors a positive experience, but that desire was tested amid the COVID-19 crisis. Clark explains why he felt it was important to highlight to his team that it was ok to make mistakes but that the most important thing was to learn from those mistakes. He outlines how they built their founding principles of reflectiveness and transparency and how he sees them benefiting their partners in sustainable destination management in North Carolina.

Book: Memories of the Currituck Outer Banks: As Told by Ernie Bowden by Clark Twiddy
Website: https://www.twiddy.com/
LinkedIn:
- https://www.linkedin.com/in/clark-twiddy-3b61a7133
- https://www.linkedin.com/company/twiddy-&-company-realtors/
Facebook: https://www.facebook.com/TwiddyOuterBanks
Twitter:
- https://twitter.com/clark_twiddy
- https://twitter.com/TwiddyOBX

Memories of the Currituck Outer Banks: As Told by Ernie Bowden

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Douglas Ralston is the President and CEO of True Omni. With over 20 years of expertise in the digital and technological industry, Doug is a digital experience expert who reinforces innovation. Equipped with an industry-wide background in omnichannel, eCommerce, social and interactive digital strategy, Ralston steered technology businesses from different Fortune 500 companies over the last ten years.

Doug has a core focus on how traditional organizations can rethink their engagement strategies, utilize technology to increase efficiency, drive revenues and still provide memorable personal experiences.

On this episode of Destination on the Left, I talk with Douglas Ralston, who describes why he sees the digital visitor experience as a way to open new channels for revenue, data, and engagement. We discuss the evolution of consumer behavior over the last 18 months and how it aligns with recent technological advances. Doug shares case studies of big brands that have added an omnichannel approach and how destinations of all sizes and budgets incorporate similar strategies into their visitor experience.

What You Will Learn: * How creativity and innovation combine when applying an omnichannel marketing strategy * How large brands are fully developing this type of strategy * Affordable ways to develop an omnichannel strategy for your destination * Tactics that destinations can use to gather data that helps them better serve their visitors * How to leverage your current technology to enter the omnichannel world

Personalized Information Understanding and personalizing the customer experience is the future for the travel industry, and omnichannel communication allows you to meet your customers where they are most comfortable. When you’re developing technology, remember that the more value you give your visitor in the form of information, coupons, or tickets, the more value you will get back in the form of data that you can use to understand and improve the visitor experience.

Enhancing Visitor Experience The omnichannel approach to the visitor experience is all about allowing your customer to access the content they want on a device of their choosing to enhance their experience of your destination. Smartphones and mobile devices have opened up a whole new medium of communication, and if destinations can evolve their marketing on a digital level, then they will be able to open up new channels for revenue and visitor engagement.

Douglas Ralston, on behalf of True Omni, will be part of the upcoming Louisiana Governor’s Travel Summit (Aug 24-26), Alabama Governor’s Conference (Aug 28-31), and eTourism Summit Tourism (Sept 20-22)
Website: https://www.trueomni.com/
LinkedIn: https://www.linkedin.com/in/douglasralston/
Facebook: https://www.facebook.com/trueomni
Twitter:
- https://twitter.com/ddralston
- https://twitter.com/trueomni

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Annette Rummel joined the Great Lakes Bay Regional Convention & Visitors Bureaus as president and CEO in 2009. In her role as chief executive officer, Annette leads the individual Destination Marketing & Management Organizations (DMMOs) of Bay, Midland, and Saginaw Counties and the Great Lakes Bay Regional CVB. This has allowed Annette and her team to invite the world to visit a place they are proud to call home.

Annette has led through times of calm and crisis, always focused on positioning this Pure Michigan destination as a great place to live, work, worship, and play. During calm times, Annette serves her team ensuring they have the tools needed to flourish, and during times of crisis, Annette leads the team relying on their support. Annette understands that the travel sector plays a key role in economic development, as a community shared value and that data-driven, creative cathedral thinking must be deployed throughout the organizations.

In addition to her primary role, Annette leads the Great Lakes Bay Quality of Life Council where she pioneers and manages the new Go Great Foundation and its progressive vision for tourism, economic and experience development. Annette has served the Michigan travel and tourism industry for more than 40 years. Prior to her roles with the Great Lakes Bay Region, Annette served as the CEO of the Saginaw County Convention & Visitors Bureau and CEO of the Frankenmuth Chamber of Commerce and Convention & Visitors Bureau – Michigan’s #1 community destination.

Annette was the originator, organizer, and operator of the World Expo of Beer, Frankenmuth Oktoberfest, and Frankenmuth Big Block Party attracting more than 250,000 participants. She participated as a founder of Zehnder’s Snowfest and helped organize the Frankenmuth Bavarian Festival attracting more than 200,000 participants.

Annette is an advocate for tourism at the local, state, and federal levels. She participates annually in Destination Capitol Hill in Washington, D.C., served on the Destinations International (DI) Board of Directors, the DI Foundation Board. She was Chairman of the Advocacy Committee for DI Foundation for several years, and consistently produces and shares advocacy materials and concepts, inspiring other DMMOs to enact powerful, measurable change for the tourism industry.

Annette is a graduate of Delta College, Northwood University, Rochester Institute of Technology (Master of Science), and Michigan State University (Ph.D. in Park, Recreation, and Tourism Resource Studies). Annette’s Dissertation Titled: Travel by People With Disabilities: A Diffusion Study Focused on Opinion Leadership provided her with great insight on the disabled traveler and the opportunities associated with services geared toward these individuals.

Recently, Annette was an international adjunct professor for Rochester Institute of Technology and completed the 3rd DestinationsNext Assessment for the destination. Residing in Frankenmuth Michigan, Annette is married to William Rummel and they are the proud parents of two daughters, Elizabeth (Brandon) and Sarah, and grandparents to one granddaughter. Annette and William are members of St. Lorenz Lutheran Church in Frankenmuth.

On this episode of Destination on the Left, I talk with Annette Rummel, master collaborator, travel trailblazer, and CEO of Great Lakes Bay Regional Convention and Visitors Bureau. Annette gives her insights on finding the win-win in collaborative relationships and why she believes in actively seeking out collaborators rather than sitting by and passively waiting for them to find you. We also discuss the additional crisis that her destination faced during the COVID-19 pandemic and her team’s creative solutions to serve their community.

What You Will Learn: * What Annette has done to really help Great Lakes Bay Regional Convention and Visitors Bureau stand out from the crowd * The challenges that Annette faced in 2020 and some of the creative solutions that her team used to move through them * How Annette and her colleagues created the Great Lakes Bay Regional Convention and Visitors Bureau from three county CVBs * Annette’s advice for listeners who might want to start thinking about potential collaborations for their destination * What cathedral thinking means to Annette and how it has helped her during her career

An Innovative Approach Creativity is enhanced when people feel able to suggest new things, and Annette describes why she values innovation in her team. She shares how the Great Lakes Bay Regional Convention and Visitors Bureau try to open their eyes to everything in their destination and pass on their enthusiasm to their visitors. We also discuss Annette’s enthusiasm for collaboration and how she engineered the creation of a regional CVB in the Great Lakes region of Michigan that took three county CVBs under one successful umbrella organization.

Crisis Management Annette shares the story of the crisis within a crisis in the Great Lakes region and how her team at the CVB was able to swing into action to help accommodate those left homeless by flooding. She describes why they were so grateful for the support of their partner organizations and why the disaster underlined the importance of having established collaborative relationships in place.

GLBRCVB Tourism Economic Development Overview thru 2020
Go Great Collaboration Chart
Website: https://www.gogreat.com/
LinkedIn: https://www.linkedin.com/in/annette-rummel-16909633/
Facebook: https://www.facebook.com/gogreatlakesbay/
Twitter: https://twitter.com/gogreatlakesbay/

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For the final episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on learning to adapt to the challenges we’ve all faced through the global pandemic and even embracing the disruption by innovating and getting creative. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

In this episode, you’ll hear from these extraordinary leaders:

Adam Johnson – Sales Manager at Zartico
Annette Rummel – CEO of Great Lakes Bay CVB
Michael Hensley – Travel Marketing Manager at Great Lakes CVB
Greg DeShields – Executive Director of Tourism Diversity Matters
Jim Walter – Vice President of Sales and Marketing at Visit Cheyenne
Andi Jaspersen – Experience and Marketing Manager at Visit Cheyenne
Melaine Rottkamp – President & CEO of Dutchess Tourism Inc.
Steve Powell – CEO of Destination Services
Tiffany Gallagher – Eastern US Branch Manager for Civitas
Wes Rhea – CEO of Visit Stockton

Visionary Travel and Tourism Leaders at the Destinations International 2021 Annual Convention The Destinations International Annual Convention is an incredible yearly event that brings together experts from both within and outside of the travel and tourism industry, to exchange ideas and collaborative solutions for the many challenges our industry faces today. This year’s convention was uniquely focused on the challenges and opportunities we have experienced over the past two years, and it was my honor to speak to some of the extraordinary guests to get their insights into where we started as the pandemic began, where we’ve been, and where we’re going in the future of our industry in a post-pandemic world.

Adam Johnson from Zartico

Adam explains why the pandemic has taught many of us to be more nimble and flexible and taught us to see beyond year-over-year KPIs. He shares why he believes staying nimble will be crucial going forward, and he explains why working collaboratively with residents and local organizations will be crucial going forward. Adam shares why now is the ideal time to rethink how we’ve traditionally done things and break out of our habits and rituals.

Annette Rummel & Michael Hensley from Great Lakes Bay CVB

Annette and Michael explain why “Semper Gumby” (forever flexible) has been the theme they’ve attempted to embrace throughout the pandemic. They share how being creative and tackling immediate challenges while remembering long-term goals has been key. They share how data has been central to their recovery strategy, and they discuss the importance of not viewing disruption as a “negative” but rather as an opportunity to realign, correct for vulnerabilities, and innovate.

Greg DeShields from Tourism Diversity Matters

Greg talks about how the biggest positive disruption he has experienced has been seeing DEI (diversity, equity and inclusion) moving to the forefront of the industry in the last 18 months. He shares why every level of the industry needs to consider their DEI position. He explains why this greater focus on DEI is beneficial for the entire industry and creates opportunities to broaden messages and reach more people. He shares how today’s customers have higher DEI expectations from the travel and tourism sector than ever before.

Jim Walter & Andi Jaspersen from Visit Cheyenne

Jim and Andi discuss how disruption lies at the core of the work they do. They explain how their duties have expanded to encompass the Downtown Development Authority as well. They talk about why standing still isn’t an option and always pushing and growing has been key to their success. They also share how partnerships in their community have been powerful, impactful and important.

Melaine Rottkamp from Dutchess Tourism

Melaine explains why your ability to embrace change is key to your success and survival, regardless of the industry you’re operating in. She highlights how organizations who have embraced new opportunities have survived and thrived through the pandemic crisis. She explains how outdoor experiences have become key attractions throughout the area during the pandemic, with outdoor trails and gardens being instrumental “hidden gems” and revenue generators even as the indoor spaces have remained closed.

Steve Powell from Destination Services

Steve shares his perspective that “disruption” is nothing more than the introduction of new generational cultures. He explains why technology is reshaping the industry and will be central to the “new norm”. He talks about how the pandemic has accelerated changes that were already coming, and how the things we’ve had to sacrifice through the pandemic have given us a new appreciation for life and work experiences.

Tiffany Gallagher from Civitas

Tiffany talks about how the disruption has created opportunities for a brighter future by shining a light on things we’ve ignored and neglected for too long. She shares how the loss of tourism income and other pandemic financial impacts have shown us how essential tourism is to the overall health of our economy. She believes leveraging this new level of attention and understanding will make the industry stronger in the long term.

Wes Rhea from Visit Stockton

Wes discusses why he believes examining data will be crucial moving forward, and he talks about how using geolocation data can answer a number of questions and give us new insights. He shares how collaboration with vendors has been key over the course of the pandemic. He also discusses the importance of rolling DEI efforts into our organizations. He celebrates Stockton being named the most diverse city in the nation, and he looks toward the future and even bigger DEI initiatives and efforts.

Embracing Change and Welcoming Disruption

Many of these leaders spoke of the importance of not becoming entrenched in our old ways of doing things and instead focusing on innovation, new solutions and flexibility. Greater diversity, equity and inclusion in our marketing efforts and outreach will be crucial moving forward. And, for all the chaos and turmoil the pandemic has caused, it has also given us a rare opportunity to reexamine how we do things and challenge our own assumptions.

I want to thank all of the extraordinary travel and tourism experts who shared their wisdom with me over this three-part special series. These visionaries and trailblazers are finding solutions to the unprecedented challenges our industry faces today, and they are paving the way for a bright future for travel, tourism and hospitality in a post-pandemic world.

I hope you’ve enjoyed hearing the unique insights and perspectives all 26 of these leaders generously shared with me at the Destinations International 2021 Annual Convention. Thank you so much for joining the conversation! Together, we can apply the lessons we’ve learned during the pandemic to strengthen our industry as a whole.

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For this second episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on the bright spots and silver linings they were able to discover during this unprecedented and challenging period of global pandemic. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

In this episode, you’ll hear from these extraordinary leaders:

Tammy Blount-Canavan – Executive Vice President, President and Principal at Fired-Up! Culture
Gordon Taylor – Vice President of Convention Sales & Services at Destination Cleveland
Greg LaDuca – Vice President of Industry Relations & Visitor Experience at Visit Rochester
Jack Johnson – Chief Advocacy Officer at Destinations International
Jill Delaney – President & CEO of Discover Albany
Julie Gilbert – Vice President of Sales & Marketing at Destination Niagara USA
Liz Fitzsimmons – Managing Director of the Maryland Department of Commerce Office of Tourism and Film
Shannon Lowery – Content & Social Media Manager for Visit Savannah

Tammy Blount-Canavan from Fired-Up! Culture

Tammy shares why patience is such a crucial virtue when dealing with the unexpected and the uncertain. She explains how increased collaboration in her organization has helped them navigate this complexity. She also highlights how organizations are emerging leaner and more nimble than ever before, reexamining their goals and adapting to today’s challenges and opportunities. She explains how smaller teams filled with “cross-functional ninjas” are advancing travel and tourism organizations in this new era.

Gordon Taylor from Destination Cleveland

Gordon explains why focusing on and celebrating personal and professional wins has helped his team navigate the emotional challenges of the pandemic. He explains why it is crucial to create a culture where people know they’re loved and cared about. He talks about how this same degree of empathy is important to extend to clients, and he shares how this past year has helped Destination Cleveland better understand the needs and challenges of their clients.

Greg LaDuca from Visit Rochester

Greg talks about how Visit Rochester recognized a need for increased diversity within their membership, and he discusses how Destination International helped him navigate the complexities of the pandemic. He talks about how Visit Rochester has worked to reach out in partnership with local businesses owned by BIPOC business leaders to foster greater diversity within the organization and a stronger reflection of the community at large. He shares how flexibility and empathy have been crucial for helping members navigate the pandemic.

Jack Johnson from Destinations International

Jack shares how travel and tourism organizations have found new purpose by shifting their focus from attracting outside visitors to working to serve their local communities, and he explains why collaboration within local communities is the key to bringing value to those communities. He explains why it’s important for destination organizations to maintain that local focus even as we begin to emerge from the pandemic.

Jill Delaney from Discover Albany

Jill explains how Discover Albany has used the pandemic as an opportunity to break out of their old way of doing things and innovate new, more flexible solutions. Jill shares how the pandemic sped up the time table for these changes and created an opportunity even for people who typically aren’t comfortable with change to reflect and shake things up.

Julie Gilbert from Destination Niagara USA

Julie talks about the growing importance of personalization in messaging to audiences. She shares how Destination Niagara USA is focused on testing to help adapt to swiftly changing consumer expectations. She celebrates the travel trade returning in such a strong, healthy way, and she shares how her organization is preparing for the coming months with a “bucket list” campaign (and sub-campaigns) that her organization has utilized throughout the year.

Liz Fitzsimmons from Maryland Department of Commerce Office of Tourism and Film

Liz shares how trusting other organizations within the industry and being open to collaboration has been key, and she shares how working with a planning partner helped provide a roadmap to navigate the pandemic. She discusses how the blueprint her office was able to create with their planning partner’s help has served as a guiding star and a focus point throughout the pandemic.

Shannon Lowery from Visit Savannah

Shannon shares how increased accountability on social media platforms has given her a greater sense of empowerment in her role. She shares how this increased accountability and ability to push back against harmful narratives has created a positive impression that has resonated with many of Visit Savannah’s followers.

Flexibility, Empathy, and Collaboration

The pandemic has brought unprecedented levels of upheaval to virtually every aspect of our modern lives, but the destination travel and tourism industry has seen some of the biggest shifts. Adapting to these challenges has required innovative thinking, new approaches, and strengthened relationships. As you heard from many of the guests I interviewed in this episode, there have been some powerful silver linings and positive experiences that have come out of the pandemic, things that we can take forward into the future.

Leaning into our local communities, listening and being empathetic, being flexible and ready to adapt, strengthening existing partnerships and creating new ones will continue to serve the destination travel and tourism industry long into the future, even after we emerge from the pandemic. If we embrace the lessons this chaotic period has taught us, our entire industry will be stronger for it.

I’m so grateful for these remarkable experts and professionals who took the time to speak with me and share their insights. I hope you enjoyed their unique perspectives in this second episode in our three part series.

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For this first episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on the bright spots and silver linings they were able to discover during this unprecedented and challenging period of global pandemic. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

In this episode, you’ll hear from these extraordinary leaders:

Andria Godfrey – Vice President, Longwoods International
Bree Nidds – Vice President of Sales, Discover Lehigh Valley
Brian Bossuyt – Executive Vice President and COO, Pocono Mountains Visitors Bureau
David Holder – CEO, Clarity of Place
Jamie Furbush – President and CEO, Frankenmuth Chamber of Commerce and Convention & Visitors Bureau
Josiah Brown – President, New York’s Best Experience (a division of Famous Destination Marketing)
Kurt Krause – President and CEO, VisitNorfolk
Valerie Knoblauch – President and CEO, Visit Finger Lakes

Andria Godfrey from Longwoods International

Andria shares some of the key statistics and insights Longwoods International has been able to gain from their American Travel Sentiment survey throughout the pandemic crisis. Respondents have reported a high pent-up demand to travel, even during the most difficult periods of the pandemic outbreak. Andria sees this as an opportunity as we navigate the pandemic and beyond. The younger traveler demographic is a growing segment that presents many new opportunities as we move forward, and our messaging should keep these younger travelers in mind.

Bree Nidds from Discover Lehigh Valley

Bree discusses the rapid changes affecting our industry, and she shares how the Discover Lehigh Valley team developed new skills and strategies to adapt to the speed of these changes. This team growth has allowed people to truly shine in new ways. Discover Lehigh Valley has made a conscious shift toward content creation, and as team members have honed their on-screen presentation and writing skills, this has created extraordinary new ways to highlight the destination.

Brian Bossuyt from Pocono Mountains Visitors Bureau

Brian shares how close partnerships and collaborations with stakeholders and business leaders have been instrumental in his organization’s success and their strengthened messaging. By bringing together so many interested organizations, the Visitors Bureau has been able to amplify their message. And these collaborations have had a positive effect on the community as a whole, creating a powerful ripple effect. Brian also discusses how their TV station has proven to be a valuable asset and an extraordinary communication and education channel, both before and during the pandemic crisis.

David Holder from Clarity of Place

David shares how the key to this challenging period has been the opportunity it has presented to re-examine everything we do and innovate new solutions. David shares how the greatest destination leaders have used initiative, new content development strategies, and a different approach that goes beyond destination marketing to drive their organizations forward through the pandemic. He also shares how it has become important for organizations in our industry to become more than just cheerleaders for their communities but to serve as a bridge between the community and the destinations within it. David says it’s critical for us to develop a comprehensive and integrated approach to marketing as we move forward.

Jamie Furbush from Frankenmuth Chamber of Commerce and Convention & Visitors Bureau

Jamie discusses how even simple, little things have become necessities through the pandemic and its restrictions, and she shares how seeing our spaces in a new light and finding new uses for these spaces can become a powerful opportunity even after the pandemic. Jamie highlights the role that collaboration has played for Frankenmuth, and she discusses the stronger connections that facing the many challenges has allowed her community to forge.

Josiah Brown from New York’s Best Experience (a division of Famous Destination Marketing)

Josiah shares why the biggest lesson he has learned through the pandemic is how much we all truly need each other. He discusses how the pandemic has brought both times of clarity and times of confusion, and he explains why collaborations have been crucial for helping each other navigate the moments of fog and take advantage of the moments of brilliance. Josiah discusses how generosity and idea-sharing have been hallmarks of the pandemic that have served to universally strengthen the industry. He also discusses how video conferencing tools like Zoom may continue to be valuable even after the pandemic. He talks about how the tourism industry is shifting to a “play, live, work” economic development model for the first time.

Kurt Krause from VisitNorfolk

Kurt shares how the initial challenge for his organization was timing their programs without knowing how long restrictions would last or how long the pandemic would impact travel. He shares how focusing on Norfolk’s strengths and highlights has been key. He discusses the pent-up travel demands, and he shares how his community partnered with nearby Virginia Beach to create an outreach campaign to increase awareness of the area’s features and destinations. These two communities worked together and became stronger together than they would have been independently. He shares how $1 million in investment turned into $6 million in hotel room sales, and he highlights some of the other benefits this program provided to Norfolk and Virginia Beach.

Valerie Knoblauch from Visit Finger Lakes

Valerie shares how the pandemic created a unique opportunity to truly lean into the diverse skills of her staff, but also to “lend out” those skills where they were most needed. She shares how the county government needed help with their early pandemic safety messaging to travelers and residents, and she explains how helping the county with this messaging has created powerful new relationships and new opportunities for Visit Finger Lakes.

Collaboration is Key

As these extraordinary leaders shared, collaboration has been one of the key recurring themes that has helped each of these organizations chart a new path forward through uncertain waters. From working with other nearby destinations to coordinating their efforts with their larger community, collaboration has become a powerful resource for everyone involved.

I hope you enjoy this first part of the three part Destinations International 2021 Annual Convention series. Next week, we’ll hear from even more remarkable leaders and we’ll take a look at more of the bright sides, silver linings and moments of brilliance that have helped our industry move forward through this challenging period.

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Will Seccombe is President of Connect Travel, a strategic marketing business that connects destination marketers with the products, services, people, and ideas that help them thrive in a rapidly evolving and highly competitive global marketplace.

Prior to joining the tourism marketing company in May 2017, Will served four years as President and Chief Executive Officer for VISIT FLORIDA, the state’s destination marketing organization. He joined VISIT FLORIDA in March 2008 as Chief Marketing Officer, and International and out-of-state visitors to the Sunshine State increased from 80 million in 2009 to over 112 million in 2016, with an associated annual increase in visitor spending of over $30 billion.

Will’s career began as regional sales manager with Vail Associates in 1989. He then moved on to Loveland Ski Areas in 1992 as director of marketing, vice president of marketing for the Denver Metro Convention & Visitors Bureau in 1995, and vice president and chief operating officer with PRACO, LTD in 1999. In 2004, Seccombe founded Revolution Communications, LLC, a digital travel marketing firm. Will was named one of the Top 25 Most Extraordinary Minds in Sales & Marketing by HSMAI, Top 50 Global Marketers in Travel by Skift, and the 2014 Hospitality Legend of the Year by the South Florida HSMAI.

On this episode of Destination on the Left, I talk with Will Seccombe, who joins me to share his perspective on creativity and collaboration in the travel industry. We discuss the upcoming eTourism Summit and the benefits that participants will get from the industry collaboration. Will also shares why he thinks that creativity is a critical skill for marketers and why building positive and productive relationships will push the industry forward over the coming months.

What You Will Learn: * Why Will made the leap from mountain destinations to beach destinations and his career trajectory so far * Will’s insights into current innovation in the travel industry as a response to the events of the last 18 months * How destination marketers can recognize and tell the story of their key differentiator * Why traditional targeting is no longer working and what destination marketers can do instead * How the eTourism Summit evolved and what participants will get from the collaboration * Will’s insights on how collaboration is going to help carry the travel industry forward

Innovations in Storytelling Creativity has never been a more important skill set than it is today. The travel industry as a whole in 2019 saw record visitor numbers, so there was no real incentive to innovate. The events of 2020 and the challenges the sector faced forced innovation and creativity and drove destinations to reevaluate their messaging. Will shares his thoughts on the new ways destination marketers are using social media to tell their stories and why he feels the playing field has been reset going forward.

Capture the Authenticity The concept of branding is to tell our stories, and the best way to get to the heart of a destination is to leverage feedback from visitors and community experiences to tell that story. We discuss why hearing about lived experiences captures the genuine authenticity of a place and why the voices of the people who are passionate about your destination are so powerful in attracting new visitors.

Website: https://connecttravel.com/
LinkedIn: https://www.linkedin.com/in/seccombe/
Twitter: @troutline

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Kurian Mathew Tharakan is the founder of the sales and marketing strategy firm StrategyPeak Sales & Marketing Advisors and a 27-year sales and marketing industry veteran. He has consulted for companies in numerous sectors. Mr. Tharakan is also the author of the Amazon Bestseller, “The 7 Essential Stories Charismatic Leaders Tell,” which details how anyone can move people and mountains with the power of story.

On this episode of Destination on the Left, I talk with Kurian Tharakan about the importance of storytelling as a tool for sales and marketing. He shares the seven stories that every leader should tell and how stories make activities and destinations come alive for the listener. Kurian also shares case studies of how destinations can leverage collaboration and community relationships to tell their authentic stories and attract more visitors.

What You Will Learn: * The importance of creating curiosity with a relatable story * What an ‘idea stack’ is and how it can help build your authentic story * How to develop your marketing to make value propositions * Why collaboration is so beneficial when you’re telling your destination story * How destinations can embrace the diversity and equity and inclusion movement in the stories they tell

Tell Your Authentic Story If you have an authentic story, you’re more likely to engage people’s imagination. Take control of the narrative by using stories to lead your teams internally and to lead markets externally. You’re not focusing on a single idea, but rather an ‘idea stack’ that appeals to different audiences and sets you apart from your competitors. Kurain shares his seven essential stories and describes why every marketer needs to create a Venn diagram for their central story.

Engage Attention Stories begin with intrigue and curiosity, and whatever you want the customer to hear should be functionally relevant and emotionally significant. Collaboration is important when telling your story; you can engage the whole tourism ecosystem — from boutique hotels to niche activities — to create curiosity in potential visitors. By thinking broadly about your destination, you can create a story that engages a range of audiences.

Book: The 7 Essential Stories Charismatic Leaders Tell
Infographic: https://www.dropbox.com/s/uavv5hi1u8izn1d/The%207%20Essential_Stories%20Infographic.pdf?dl=0
Website: https://strategypeak.com/
LinkedIn:
- https://www.linkedin.com/in/kuriantharakan/
- https://www.linkedin.com/company/strategypeak-sales-&-marketing-advisors/about/
Twitter: @KurianTharakan
Email: kurian@strategypeak.com

The 7 Essential Stories Charismatic Leaders Tell

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Mike Testa is the President and CEO of Visit Sacramento & the Sacramento Sports Commission, leading a team dedicated to promoting Sacramento as an attractive travel destination while enhancing Sacramentos image as a dynamic place to live and work. Through the impact of travel, Mike and his team strengthen Sacramento’s economic position, grow the region’s economy, attract development investment, and improve the quality of life for the people who call Sacramento home.

In just three years as the CEO of Visit Sacramento, Mike has generated new streams of visitors to the region by investing in and promoting Sacramento’s arts community and creating and expanding music and food festivals. He has also focused on growing and securing new and diverse sporting events and advocating for, and ultimately securing, the expansion of the Sacramento Convention Center.

Visit California Travel & Tourism data shows that Mike’s vision of diversifying Sacramento’s visitor platform is working. In 2019, Sacramento generated record revenues from tourism, as visitors spent more than $3 billion into the regional economy. In 2021, Visit Sacramento will help further elevate the Aftershock Music Festival (the largest hard rock festival on the West Coast) into a four-day, 120,000-person music event. Later that same month, Sacramento will host its first Ironman competition.

Through Mike’s vision, commitment to community collaboration, and consistent innovation, Sacramentos identity has evolved from a sleepy State Capital to a relevant food destination, recognized nationally as America’s Farm-to-Fork Capital. Through creating the Tower Bridge Dinner and events like the Farm-to-Fork Festival, Mike’s ability to see Sacramento’s heritage and reimagine its identity as a food and agriculture leader has brought millions of dollars in revenue to local businesses national earned media to Sacramento.

Additionally, Mike Testa is responsible for initiating and creating the relationship with the Paris-based Michelin Guide to generate a California dining guide that spotlighted 14 of Sacramento’s restaurants and earned the city its first Michelin-starred restaurant in its inaugural year of publication.

Mike is a graduate of St. Mary’s College and has spent his career promoting, connecting, and developing relationships to elevate organizational goals. As an expert communicator and seasoned destination marketing executive, he is highly sought after to speak at CEO forums, participate in panel discussions, serve as an event emcee, and facilitate conversations around marketing, tourism development, and community economic creation and development.

Mike is also widely known as a thought leader in economic development through festivals and events. In 2017 he was hand-picked to participate in a panel discussion at Austins SXSW about building successful special events and the intricate components of forming relationships between host cities and festival producers.

In 2008, Mike was named as a ‘40 under 40 leader’ and in 2014 was awarded the Vibe Award from the Downtown Sacramento Partnership, which recognized ‘Visionary Innovators in Building Excellence.’ He is active on the boards of the Sacramento Metro Chamber of Commerce, Sacramento Zoo, Midtown Association, and Downtown Sacramento Partnership. Mike is an educator and enjoys sharing his knowledge as a former media relations instructor for the Western Association of Convention & Visitors Bureaus and the UC Davis Extension.

On this episode of Destination on the Left, I talk with Mike Testa, who shares his passion for the city of Sacramento and details how Visit Sacramento built a brand as the Farm-to-Fork capital of America. We discuss Sacramento’s challenges as a city in California, where there are many bucket list cities, and creative ways his team has carved out positioning that Sacramento can own. Mike also highlights how his organization has creatively collaborated to successfully produce events for the city that are now attracting a vast number of visitors every year.

What You Will Learn: * All the exciting events that Visit Sacramento has created with its partners to attract visitors to the city, including the Farm-to-Fork Festival * Why Mike focuses on building a brand to seek out national and international opportunities, including their collaboration with the Michelin Guides * Visit Sacramento’s creative plans for the future and how the COVID-19 pandemic has made them reflect on how they attract visitors to the city * Why it’s so critical to build partnerships during challenging times * How Mike approaches destination marketing within the local community

Leadership in Adversity In times of adversity, we often see that team members find the strength and confidence to step up to lead and are keen to take on challenges that benefit the whole community. Mike’s leadership skills are shaped by his previous experience in a wide range of roles in marketing and community relationship development, and he fosters that ethos in his team. Mike also shares his insights on connecting with organizations in your area and why building deeper bonds ultimately helps you move forward to achieve your goals.

Partnership Events With the Farm-to-Fork initiative, Mike and Visit Sacramento designed a 360-degree celebration of what the region had to offer and worked hard to get community and local media buy-in to the event, which has subsequently gone from strength to strength. Mike shares the most significant lessons he learned from building the festival gradually and candidly describes some of the valuable partnerships and collaborations they rely on to attract visitors to their destination.

Website: https://www.visitsacramento.com/
LinkedIn:
- https://www.linkedin.com/in/mike-testa-1082673/
- https://www.linkedin.com/company/sacramento-convention-&-visitors-bureau
Facebook: https://www.facebook.com/VisitSacramento/
Twitter: https://twitter.com/visitsacramento

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Paula White is a globally recognized sales leader with experience in scaling Inside Sales Teams into multi-million stand-alone sales channels. Using unique perspectives and a forward-thinking approach, she achieves 8% – 10% compounded yearly growth leading from a foundation of heart and mind. Her passion for people, purpose, and results has lent itself to experience in various industries: travel and tourism, investments, veterinary and healthcare distribution.

Paula began a consulting business in 2021 to bring a new innovative way to explore leadership
legacies and knowing each leadership style is as unique as one of your music playlists. She
uses music as a metaphor and tool to enhance your experience through her company, Side B Consulting. Paula currently serves as a member of the AA-ISP Advisory Board and has been recognized as a Top 25 Most Influential Sales Leader for three consecutive years by AA-ISP. She was the award winner of ‘Excellence in Execution’ in 2017, ranked amongst the ‘Top 100 Coaches to Watch’ for two consecutive years by Ambition, and has been honored with the 2020 Mentor of the Summer for #GirlsClub. Paula served as President of the AA-ISP Columbus Ohio Chapter from 2015 – 2018 and is currently a mentor for #GirlsClub and a SalesClass.ai Contributor.

On this episode of Destination on the Left, I talk with Paula White, who discusses the human side of the sales process and where she believes current problems lie. She shares some of the details of her new company, Side B Consulting, and why and how she uses music as a motivator and a tool to help clients understand their leadership style. Paula also provides some actionable tips for keeping the human connection in sales and outlines her approach to understanding and stepping into your legacy behaviors.

What You Will Learn: * Why we should re-humanize the sales process * Actionable tips on how to connect with potential clients * How to use music as a leadership tool * How to understand a walk in your legacy behavior * How putting together the right playlist can shift your mindset

Humanize the Sales Process Travel professionals love what they do because they’re helping people by serving the communities they work in and the visitors who spend time with them — which is why it’s much more helpful to be a consultative salesperson than a purely transactional one. Sales is a process, but it is also a very human experience. Paula shares her philosophy on why we need to re-humanize sales and describes the rule of three by three by three that helps her connect with clients.

Legacy Behavior Music is a potent leadership tool — if you’re stressed out, you can quickly change your mindset by playing the right songs to get you in the correct headspace for the task ahead. Paula explains why after 30 years working in corporate America, she was inspired to use music to motivate herself and her team and why she decided to help leaders figure out and walk into their legacy behavior and exemplify their ideal qualities through the metaphor of music.

YouTube Channel: https://www.youtube.com/channel/UC_xkbbpzjHaNghE5e3U6x6w
Website: www.paulaswhite.com
LinkedIn:
- https://www.linkedin.com/in/paula-pw-white-344a8611/
- https://www.linkedin.com/company/side-b-consulting
Twitter: @pswhite00

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Pamela Brooks Williams is a Huntsville native who is passionate about her city and sharing its highlights with anyone she can. She has been with the Huntsville/Madison County CVB for 16 years. As Tourism Sales Manager, she works to bring groups of all types and leisure travelers to our community and especially enjoys working with student groups taking advantage of the unique offerings available exclusively through the Educational Escapes program, which she coordinates.

Pam is responsible for implementing new products and events in Huntsville, such as Huntsville Restaurant Week, the Lucky Duck Scavenger Hunt, and Trains on Main Scavenger Hunt. In addition, she currently serves on the board for the Alabama Restaurant and Hospitality Association. Before joining the Bureau, Pam worked at the U.S. Space & Rocket Center, serving in various roles and was active in the local hospitality industry.

She graduated magna cum laude from the University of Alabama Huntsville with a degree in history and political science. Pam enjoys travel and is frequently on the go. She has three talented, intelligent, and very busy children.

On this episode of Destination on the Left, I talk with Pam Williams about her love of the diversity, the variety, and the incredible experiences that working with the DMO offers, and she shares why she is so passionate about the travel industry. We discuss why Huntsville is perfectly positioned as Rocket City, USA, and Pam describes some of the amazing attractions on offer, including their Space and Aviation Camps. Pam also gives her expert advice on creating successful collaborations, including details of Huntsville’s new initiative. Finally, she shares the new messaging that they are using as we head towards recovery.

What You Will Learn: * How Pam and her team manage the growth and the infrastructure of their expanding destination to ensure that visitors have a great experience in Huntsville * What the Huntsville CVB has done to help it stand out in the crowd. * The Attractions Week initiative — how it works, similarities and differences from Restaurant Week, and how they are promoting it * Unexpected opportunities that the COVID-19 pandemic has given them to be creative when evolving to meet whatever the future brings * How Pam has been able to leverage ‘coop-etition’ to join with competitors to collaborate on projects over the last 12 months

Keeping It Fresh We discuss the pivots that the CVB has made over the last year to showcase its range of attractions, and Pam outlines how Huntsville creatively shines a light on each sector with the new initiative Attractions Week. Reimagining annual events to ensure they stay fresh and exciting for repeat visitors is a priority for the destination, and Pam also describes how they let people know what’s going on in the area using social media and their website.

Supporting the Community Huntsville has been encouraging people to support local businesses more than ever, and in addition to inviting in visitors, they have focused on promotions that help local residents shop locally. Pam describes the I Heart Huntsville campaign, how inviting visitors, influencers, and locals to share what they love about the community works, and why they’re showing their love and appreciation for their hospitality heroes this year.

Website: https://www.huntsville.org/
LinkedIn: https://www.linkedin.com/in/pam-williams-tmp-ctp-6270b67/
Facebook: https://www.facebook.com/HuntsvilleCVB
Twitter: https://twitter.com/go2huntsvilleal

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Named one of the 11 Influential Black Women in Travel You Should Know by Travel Noire, Rachel Hill is a trailblazing Travelpreneur, Speaker, and Published Author. With a Masters in Business Administration (MBA) in Marketing, she has merged her Tech and Digital Marketing expertise and passion for travel into a global brand.

Her engaged audience of over 30,000 sees her as a leader in both the travel and tourism space and the Digital Marketing industry. Utilizing her marketing and Influencer expertise, Rachel coaches new and aspiring Travel Brand Business creators and on how to build successful online brands, how to create valuable content, and how to monetize their brands.

On this episode of Destination on the Left, I talk with Rachel Hill about how travel influencers can help brands reach niche markets. She shares her insights on demystifying travel in the Black community and gives an example of a successful creative influencer campaign she worked on to flip the narrative on cold-weather destinations. Rachel also breaks down the KPIs that she thinks are most important for influencer marketing and why it’s much more valuable to focus on the impact of a campaign rather than how many likes you get.

What You Will Learn: * The best ways for destinations to approach influencers * Why it’s critical to have a coherent strategy when working with travel influencers * How to measure interest and conversion rates from campaigns with influencers * Best practices for influencer marketing to niche audiences * How destinations can ensure they are open, authentic, and diverse in their marketing materials * Why Rachel believes this is the perfect time for organizations and travel brands to be innovative and creative to attract visitors

Engaging Your Audience When travel destinations approach influencers, it is important that they really understand whether that influencer’s values and content align with theirs. There is no point in pursuing influencers with huge follower numbers if their audience doesn’t connect to your purpose. A recent shift in destination marketing has seen a move towards micro-influencers who have engaged audiences who trust their opinion and direction. Don’t focus on the numbers — focus on the impact.

Niche Audiences If a destination wants to tap into a new niche audience, it’s essential to be authentic by working with someone who can represent that niche audience well. You can shift the narrative and open up your region to travelers who had not previously considered it a place to visit by asking for the feedback of an influencer in that niche group. Rachel Hill gives her perspective on approaching influencers in a specific niche and outlines the best practices for influencer marketing to niche audiences.

Quiz: https://www.rachelvhill.com/quiz
Websites:
- https://www.racheltravels.com/
- https://www.rachelvhill.com/
LinkedIn: https://www.linkedin.com/in/rachelvhill
Facebook: https://www.facebook.com/TheRachelVHill
Twitter: https://twitter.com/Therachelvhill

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As Account Manager – Leisure Trade & Product Structure with Destination Sherbrooke for the past five years, William Hogg has developed and deepened key relationships with tourism partners and travel buyers from the region, across Canada, and around the world. The instigator of the Sherbrooke – Heart of the Townships brand, he continues to strategically develop products and position the city, partners, and the region in Canadian, American, and international (Asian and European) leisure and tour & travel markets.

On this episode of Destination on the Left, I talk with William Hogg about how he has kept his Canadian destination Sherbrooke, near the U.S. border in Quebec, at the forefront of travelers’ minds over the past year. He shares his most creative ideas – from hosting frequent virtual familiarization (FAM) tours for operators in the travel trade to creating an award-winning Local Flavors Road Trip. William also shares why he sees collaboration as the key to successfully navigating the changes in a post-pandemic travel industry.

What You Will Learn: * What the closure of travel and tourism due to the pandemic has meant for Canadian destinations * Creative elements incorporated in Sherbrooke’s strategy to move through the challenges of 2020/21 and beyond * How William collaborated with neighboring municipal organizations to find ways of attracting hyper-local tourism * What Destination Sherbrooke is doing to support their local community * Why William is currently seeing more interest from U.S. tour operators than Canadian operators for Summer 2021

Collaborate for Success In the current climate, sharing wealth and resources is the key to success, and collaborations between destinations don’t need to be completely equal for them to be successful. Smaller communities can collaborate with larger ones to work together to both draw visitors to their attractions and offer them a range of places to eat and sleep, leading to a win-win outcome for everyone.

COVID-19 Friendly Attractions Being COVID-friendly is vital in the post-pandemic recovery period and promoting outdoor attractions that visitors feel comfortable with as they ease back into tourism is very important in the rejuvenation of the industry. William discusses why the attractions that Destination Sherbrooke is focusing on are centered around agri-tourism. He also describes how Sherbrooke won international recognition for the pivots they have made during the pandemic and the continued creativity they have shown in drawing people to the area.

Website: https://www.destinationsherbrooke.com/en/visitors
LinkedIn: https://www.linkedin.com/in/william-hogg-94b24326/
Facebook: https://www.facebook.com/destinationsherbrooke
Twitter: https://twitter.com/DSherbrooke

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Carole Stizza is a Professionally Certified ICF Executive Coach, a SeniorHR Professional, and has a background in Industrial-Organizational Psychology. She has also survived 3 different car accidents (all stopped while turning left) and stage 3 cancer. Resilience, grit, and impatience for life have all been constant companions as she has supported her Air Force Husband and moved her family around the U.S. for 26 years and traveled the world.

Her ability to help clients navigate change, clarify what is important, and step into better conversations have led her to be a contributing author in two books and now releasing her own called: The ASK Framework, questions that elevate your Influence, Performance, and Leadership.

On this episode of Destination on the Left, I talk with Carole Stizza about the power of self-awareness that comes when you ask for positive feedback. It may seem counterintuitive to ask people to tell you what you are doing right — but that is exactly what Carol suggests doing. Carole also discusses the framework for how to have those professional conversations that she created to help people understand the idea of self-leadership, and why she decided to expand her ideas into a book.

What You Will Learn: * What it means to use self-leadership * How Carole is seeing people apply self-leadership as we emerge from the COVID-19 pandemic * How Carole helps her clients learn how to celebrate and realize self-leadership * The importance of taking curiosity in a more strategic, actionable direction by giving context in conversations * How to use Carole’s framework to introduce a sense of positivity and collaboration one-to-one or within a team * How to remind people what they should celebrate about themselves when home or hybrid working

You Are Already Your Best Self The first step of self-leadership is to recognize that you are already positioned to be your best self. We’re all unique — so start to embrace how you uniquely think and move away from comparing yourself with others. Adopting what makes you unique and what sets you apart, then starting to appreciate and embrace those things ensures that you understand how to put yourself out in the world.

Framework for Feedback As leaders and individuals we are always evolving, learning, and growing, so the idea that you are already your best self can be overwhelming. And that’s because we don’t always know what to celebrate about ourselves, we need a framework for feedback about what other people appreciate about the gifts they see in us. Keep growing and keep changing but also make the choice to enjoy who you are in the moment.

Website: https://relevant-insight.com/
LinkedIn: https://www.linkedin.com/in/carolestizza/
Facebook: https://www.facebook.com/relevant4you
Twitter: https://twitter.com/relevant4you
Book: https://resources.relevant-insight.com/ASKFramework986140

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Jim is the President & CEO of Response Marketing Group, a consumer-data-focused marketing agency in Richmond, Va. As such, he is responsible for relationship development and account strategy at the independent agency, which offers data analytics, predictive modeling, and multi-channel services. The agency serves several clients in the financial services, travel/tourism, and insurance sectors.

With over 30+ years of experience in the marketing and advertising industry, Jim is a nationally recognized speaker at conferences and events such as the Forrester Marketing Conference, Direct Marketing Association, Public Relations Society of America, and the Southeast Tourism Society. Jim is considered a thought-leader on the value of data insights married to relevant messaging to the target audience.

Jim also leads the Travel and Tourism practice for RMG, which includes clients such as Arkansas Tourism, Georgia Tourism, Visit Jacksonville, St Tammany Parish, The Ritz Carlton, and Marriott International among others.

Prior to Response Marketing Group, Jim was Senior Vice President at The Allant Group in Chicago, IL from 2010-2014. He led the Strategic Consulting practice that delivered marketing strategy and high-level research to CMOs and brand managers at clients such as GM, Comcast, Nationwide Insurance, US Tennis Association, US Cellular, Blue Cross/Blue Shield, and Wells Fargo. From 1999-2010, Jim was an agency partner in RightMinds a strategic consultancy in Richmond, VA serving national brands and emerging growth brands.

On this episode of Destination on the Left, I talk all things data with James Harenchar. Jim clarifies the types of data that are available, and how they help build predictive models and analytics that deliver a reduced cost per acquisition. He demonstrates how data has helped tourism marketers achieve better results with some recent case studies. Jim also walks us through the evolving nature of the direct response marketing industry, and how response attribution works in the digital world.

What You Will Learn: * How Jim leverages data analytics, predictive modeling for clients in the travel and tourism sector * Where Jim finds the data that we don’t have and the ‘secret sauce’ of matching it to messaging * How building relationships translates into better, more effective marketing * Why and how you should be differentiating your messaging for different audiences * Why consistency across your messaging, imagery, and CTA considerably boosts your advertising response rate

Engaging the Audience In the travel and tourism industry, we are always looking to marry customer insights with marketing strategy and use the data we have more effectively. But in some cases, it’s the data we don’t have that would help me gain greater insight into what individuals are looking for from a destination or experience. It’s great if you have a first name and last name and an email address but if you don’t have any detail on gender, income, whether they have children or are an empty nester then it’s much more difficult to tailor your messaging and engage that individual that’s already in your database in a meaningful way.

Personalized Messaging The relevance of digital marketing is more important than ever, so the more data you have on your client base the more likely it is that you will be able to personalize your ads. The direct marketing industry has evolved to where potential visitors expect the images and ads that they’re seeing to be focused on their interests. This is where data, analysis, and segmentation can help professionals in the destination marketing world achieve personalization more quickly and efficiently.

Website: https://rmg-usa.com/
LinkedIn: https://www.linkedin.com/in/jharenchar/
Facebook: https://www.facebook.com/rmgusallc/

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Andy McNeill is a travel and hospitality entrepreneur with over 25 years of experience in his profession. He is the CEO and founder of American Meetings, Inc., an industry-leading meetings and events agency that produces thousands of live and virtual meetings annually for Fortune 500 clients. He is also the co-host of the Destination Everywhere Podcast, top travel and hospitality podcast that highlights bucket-list destinations, luxury hotels, local cuisine, and must-do activities. Andy is a significant voice in the hospitality, meeting, and travel industries.

On this episode of Destination on the Left, I talk with Andy McNeill about how the travel industry has changed as a result of the COVID-19 pandemic. Andy shares his thoughts on the hybrid event model and how destinations and suppliers can benefit from this new approach to meetings. We also discuss creative ways that destinations can take their experiences and products virtual to support both online and in-person attendees.

What You Will Learn: * Key lessons learned during the last year on how the travel industry is evolving * Why Andy McNeill believes the hybrid-event model is here to stay * How destinations can make their virtual event component creative * How in-person events are making attendees feel safe * How Conventions and Visitors Bureau (CVB) staff can innovate to promote their destination

Creative Hybrid Events The travel and tourism industry has fundamentally changed over the last year, but we can adapt and grow with the changes. With a few creative tweaks, you can tailor your offering to what visitors are looking for both in-person and for virtual tourists. Andy describes some of the most creative online and hybrid events that he has seen in the past 12 months and gives listeners some inspiration for planning their own engaging events to attract visitors.

Technology and Collaboration We dig into the specifics of how to leverage the spirit of ‘coop-etition’ the blend of collaboration and competition if you are part of the CVB community. Andy shares his experience of using technology to promote visitor destinations and how to ensure your region is still an attractive prospect in the new normal world of safety protocols and flexible booking policies. Collaboration is going to be key to enhancing the online event experience so we also explore the key lessons learned, and how the industry will evolve as we come out of the pandemic.

Hotel Negotiating Tip in the New Normal: https://americanmeetings.com/tips-for-negotiating-in-the-new-normal/
Cleaning Requirements Interview with Shari Cedar: https://americanmeetings.com/venue-cleaning-requirements/
Safety Guideline Digital Booklet: https://americanmeetings.com/wp-content/uploads/AMI-Safety-Sanitation-Resource-Guide-for-Live-Meetings.pdf
Destination Everywhere Podcast: https://americanmeetings.com/podcast/
Website: https://americanmeetings.com/
LinkedIn: https://www.linkedin.com/in/andy-mcneill/
Facebook: https://www.facebook.com/AmericanMeetings/
Twitter:
- https://twitter.com/andymcneill
- https://twitter.com/amermeetings

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A seasoned tourism executive with over 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations.

On this episode of Destination on the Left, I welcome President and CEO of Destinations International, Don Welsh back and we dive into what the travel industry has learned from the COVID-19 pandemic over the last 12 months. We discuss the various opportunities for the industry to drive home the importance of adopting tourism as a community shared value and how we can promote this mindset. Don also gives us his insights into sustainable tourism, the changing meetings industry and the adoption of equity, diversity and inclusion principles.

What You Will Learn: * The silver linings hidden in the COVID-19 pandemic * The importance of our networks and why we need to work together to move forward * How the links between Convention and Visitor Bureau (CVB) and local communities have been cemented during the last 12 months * What Destinations International has planned for their next program and how they are developing for the future * What the travel industry should do to position themselves for successfully moving forward over the next five to 10 years

Collaboration in Recovery The travel industry has been in crisis mode but now we are moving slowly towards recovery. There are certain destinations that are almost in full recovery mode, such as beach, mountains, or lake resorts and there are also many areas that are still at the beginning of their recovery process, such as urban destinations. The key factor for successfully returning to normality is that we maintain this hyper communication that has taken place this past year, so more people are aware of what destination organizations do and the contributions they make.

Equality, Diversity and Inclusion Besides the increase in community shared-value work we need to change our vocabulary around how the travel industry can benefit communities, through the recovery and into the good times ahead. There have also been silver linings to the pandemic, and one such positive change was the increased adoption of the Equality, Diversity and Inclusion (EDI) principles and their heightened visibility during challenging times.

Website: destinationsinternational.org
LinkedIn:
- https://www.linkedin.com/company/destintl/
- https://www.linkedin.com/in/don-welsh-76520b1a8/
Facebook: https://www.facebook.com/destintl/
Twitter: @destintl

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Carol Lempert supercharges executive presence and careers with the performance secrets actors use to light up the screen. She is a sought-after leadership expert quoted in Forbes, Financial Post, National Post, The Reader’s Digest, and Thrive Global. Typically companies bring her in to help them fill their leadership pipelines. She teaches executives to tell better business stories, increase their executive presence, improve their personal brand and build more resilience. Carol’s clients include Google, Marriott, American Express, Travelers, and the Harvard Executive Education program (yes, THAT Harvard. Her Mom is too proud).

On this episode of Destination on the Left, Carol Lempert discusses how to better communicate and engage with others as part of a collaborative team. Carol shares her expertise as an actress with listeners and gives actionable tips and techniques on how to sound and look confident when pitching an idea and how to use high gain questions to make stronger connections and create better collaborations. We also do a live exercise that demonstrates how effective listening leads to a deeper understanding of what’s really important to others in your sphere.

What You Will Learn: * The performance secrets that Carol uses to supercharge executive presence * The four dimensions of executive presence * Carol’s insights as an actress, on communication, and how that supports effective teamwork and collaboration * How to effectively pitch ideas * The importance of asking open-ended questions to deepen understanding of a topic * How to break through roadblocks to positive collaboration

Essential Dimensions of Executive Presence Many of us in the world of travel, tourism, and hospitality have experience with booking or promoting theatre and live performance. Still, we don’t often get a behind-the-scenes glimpse of what we can learn from actors about collaboration. Carol Lempert guides us through the four dimensions of executive presence and how she works with business people to help them communicate and pitch their ideas, so audiences listen.

Collaborating Successfully Carol shares her insights on effective communication skills and how they can impact both in-house teams and teams of collaborators across various organizations. Collaboration and communication are closely tethered and both are vital for creating and bringing a successful project to fruition. Carol explains why leading cross-industry projects need to be open and transparent with the expectations from the off and aware of how to break down any roadblocks by listening and communicating productively.

Website: https://carollempert.com/
LinkedIn: https://www.linkedin.com/in/carollempert/
Facebook: https://www.facebook.com/CarolLempertSpeaking
Twitter: https://twitter.com/CarolLempert

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Michael is a native of the Finger Lakes region. He was born in Rochester, NY but enjoyed an early childhood upbringing in Newport, RI (“America’s First Tourism Town”) to which he attributes his passion for hospitality.

Over his thirty-five-year career, he has had the pleasure and honor to serve as a Convention Sales Manager, Director of both Convention Services and Visitor Services for Visit Rochester (twice), sell and market to domestic and international groups for the Corning Museum of Glass, Top of The Rock at Rockefeller Center and as a VP for Group Sales Box Office/Broadway.com (both in NY, NY). His earliest accomplishments as a Patient Unit Secretary at Strong Hospital, Front Office Supervisor for Stouffer Hotels, and Event Manager for Casa Larga Vineyards are where he believes his desire to serve, delight, and exceed expectations for guests, people, peers, and friends-alike was crafted.

Recently, Michael continued his two-decade-long consulting business offerings to museums, attractions, municipalities, artists, and other family-owned and corporate clients as a resident in Chicago, IL. Just last year, in 2019, he went back to complete his Bachelor’s Degree from Rochester Institute of Technology finishing on the Dean’s List with 10 A’s for 5 in-class subjects and 5 online, a feat he is extremely proud of and happy to have finished (as were his mom and RIT friends, favorite faculty members, and fellow alum).

Destination on the Left is joined by Michael Hardy, the Executive Director of Watkins Glen Area Chamber of Commerce. On our podcast, Michael shares the key takeaways from his experience in the tourism and hospitality industry. He talks about how the “no-event events” helped his community draw attention and visitors during the holidays. Michael also dives into the concept of “return on involvement” and explains why that is the best measurement for success in any organization. No matter what we have experienced thus far, there are many silver linings, and our conversation highlights some of them.

What You Will Learn: * The insights Michael has gleaned from his experience working in the tourism and hospitality industry * Watkins Glen’s “no-event event” concept and how it drove visitor traffic during the holidays * Why “return on involvement” is the best measure of success in any organization * The silver linings that have come out of the pandemic thus far * How Watkins Glen has used creativity and collaboration to stand out from the crowd * What tourism businesses can do to put together a more impactful guest experience

Watkins Glen, NY Michael Hardy is the Executive Director of Watkins Glen Area Chamber of Commerce. On our podcast, Michael shares the key takeaways from his experience in the tourism and hospitality industry. He talks about how the “no-event events” helped his community draw attention and visitors during the holidays. Michael also dives into the concept of “return on involvement” and explains why that is the best measurement for success in any organization. No matter what we have experienced thus far, there are many silver linings, and our conversation highlights some of the victories and struggles in Watkins Glen, NY.

The Many Faces of ROI Michael has built an exemplary career in the travel and hospitality industry. He used each experience as a springboard to another, picking up a vast array of different skills along the way. From marketing and event planning to operations and customer experience design, Michael gained exposure to all facets of the industry, leading him to develop the idea of return on involvement. This concept is about identifying what visitors are getting for their time and money, then figuring out what you can do to add even more value to that experience through your involvement. In doing so, you will have yet another tool to separate your destination from the pack.

No-Event Events The pandemic is waning, consumer confidence is increasing, and the tourism industry is rebounding. This leaves us with a unique problem that we haven’t had in quite some time—too many destinations to choose from. For destinations to compete in such a high-stakes arena, they have to reach deep within their ranks to find a sense of creativity and collaboration. One of the ways Michael and his team achieved this was through their Holiday Happenings campaign. This was the birth of their “no-event event” concept where destinations can build an event framework and fill it in with an agenda that meets the CDC and local government restrictions at the time the event takes place. Through this type of modular event planning, DMOs can stay light on their feet and adapt in real-time as health guidelines change.

Phone: 607-535-4300
Cell: 585-721-6032
Email: michael@watkinsglenchamber.com
Website: www.watkinsglenchamber.com

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Lisa Berger, Director of Tourism for Ulster County, has more than twenty years of government experience, starting at Ulster County Tourism as the Director of Marketing and Group Sales. She was promoted to Deputy Director in four years, and from there, was asked to lead the county’s Office of Employment and Training and Workforce Development Board.

Over the next six years, Lisa worked with businesses, economic development, and education leaders to create policies and programs that help ensure that the labor force meets the needs of local businesses and industry. Berger became the Director of Ulster County’s Department of Economic Development in September 0f 2019, where she developed strategies that promote sustainable economic growth, which will help all Ulster County residents.

In November 2020, Lisa found herself back at the county’s Tourism Department, this time as the Director. She brings an innovative, creative flair for robust partnerships and original promotional campaigns. Berger is currently looking at reinventing the standard travel guide, making it a meaningful touchstone for the creation of authentic experiences.

On this episode of Destination on the Left, I talk with Lisa Berger about transferable skills and why it’s so critical to spread the word about various routes into a successful career in the tourism industry. As Lisa explains, we need to show people the path to follow and where being a travel and tourism professional could lead them. We also dive deep into Lisa’s plans for Ulster County to lead recovery in the tourism sector – including expanding the visitor base, building partnerships, and helping travelers make a deeper connection with the experiences available in the area.

What You Will Learn: * How transferable skills and the ability to use previous experience and a passion for helping your community can lead to a successful career in tourism * Why the tourism industry needs to promote the principles of diversity, equality, and inclusion * Some of the things that Lisa is working on to help Ulster County lead the way into recovery * Lisa’s new travel guide project with curated experiences that will help expand their visitor base * How Lisa is making partnerships work for businesses, communities, and visitors and why they are stronger together * Why building deeper connections through partnerships and with their visitors is driving Lisa’s approach to recovery

Making Deeper Connections Lisa shares her passion for finding and fostering deeper connections between visitors and what Ulster County offers in terms of local activities, arts, and experiences. She shares the region’s plans for expanding their visitor base by shifting the focus onto the cultural heritage traveler and looking at their history as a center for art and music. The county’s plan to really speak to a diverse audience in a welcoming way, to let them know that they’re going to feel comfortable, is at the heart of Lisa’s plans for moving forward into the future.

A Rising Tide Lifts All Boats Cooperation is also one of the key principles of Lisa’s roadmap to leading recovery in the tourist centers of her region. Integral to their plans to build partnerships and find ways for visitors to connect with the region is their carefully curated travel guide — complete with COVID-safe QR codes — which will showcase the unique partnerships that the county has built so they can offer visitors more recreation opportunities than ever before. Lisa also outlines her philosophy of creating connections by asking businesses in the tourism sector what they feel they need from her department, listening, and working to give them what will help them most.

Website: https://ulstercountyalive.com/
LinkedIn: https://www.linkedin.com/in/lisa-berger-she-her-hers-75997b8/
Facebook: https://www.facebook.com/lisa.berger.710
Instagram: Ulster County Tourism

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Debra E. Ross is the founder, publisher, and CEO of Kids Out And About, LLC. The company publishes KidsOutAndAbout.com, launched in 2001, and BeyondTheNest.com, launched in 2016. The sites, which are presented under the umbrella of EntertainmentCalendar.com, provide comprehensive calendar and resource lists celebrating each of 45 local regions across the U.S. and Canada. Kids Out And About’s focus is on activities for kids, teens, and families; its readers are 85% parents and the remaining 15% are grandparents. Beyond The Nest focuses on arts, culture, and recreation for grownups. Originally founded in 2001 as a community website for parents in Rochester, NY, KidsOutAndAbout.com started expanding out of Western New York in late 2010. The combined sites currently attract 6 million unique visitors per year, and over 400,000 opt-in readers receive a weekly e-newsletter filled with things to do both in their local area and virtually. Deb’s weekly “Notes from Deb” column at the top of the KidsOutAndAbout.com newsletters is celebrating its 20th year of publication in 2021.

As publisher, Deb leads a team of content managers whose mission is to celebrate each local region’s best opportunities and thereby help sustain communities.

Destination on the Left is joined by Debra Ross, the founder, publisher, and CEO of Kids Out And About, LLC. On our podcast, Debra shares her passion for celebrating local regions across the U.S. and Canada. She talks about the importance of selling both the residents and outsiders on tourism in smaller communities. And she also discusses her experience with coopetition, as well as the big plans communities are working on to prepare for the 2024 eclipse.

What You Will Learn: * Debra’s journey into the travel and tourism industry * What Debra is doing to celebrate local regions across the U.S. and Canada * Debra’s role as the publisher and CEO of Kids Out and About, LLC. * The importance of selling both the residents and outsiders on tourism in smaller communities * Debra’s experience with the power of coopetition in local regions * The big plans communities are working on to prepare for the 2024 eclipse

Kids Out and About Debra Ross is the founder, publisher, and CEO of Kids Out And About, LLC., a media network that provides a comprehensive calendar and resource lists celebrating each of 45 local regions across the U.S. and Canada. On our podcast, Debra shares her passion for celebrating local regions across the U.S. and Canada. She talks about the importance of selling both the residents and outsiders on tourism in smaller communities. And she also discusses her experience with coopetition, as well as the big plans communities are working on to prepare for the 2024 eclipse.

Connecting Travelers, Community Members, and Destinations Kids Out and About generates almost all of its revenue through local advertising. It is a predominantly mission-based organization, meaning that its fundamental purpose is to celebrate and nurture the communities it serves. With Debra at the helm, Kids Out and About has taken an approach that enables local businesses, CVBs, and DMOs to be more themselves—thus standing out from the crowd. It is about highlighting all of the ways in which local community members and outsiders can connect with them on a deeper level. First, they match travelers with the activities they are seeking already, then they offer a broad spectrum of other opportunities the travelers may have never even considered.

Thriving Together In order to create deeper connections on a regional level, coopetition must become an integral part of the process. We are seeing tourism businesses work together despite nominally competing for the same tourism dollars under normal circumstances. If you zoom out and look at the bigger picture, success is often measured collectively. Large CVBs and DMOs are only interested in how tourism is performing at scale. By determining what metrics to measure and providing support to other destinations in your region, communities can grow stronger than ever before. With collective action, everyone has a chance to thrive.

Website: www.kidsoutandabout.com
Facebook: https://www.facebook.com/DebraERoss
LinkedIn: https://www.linkedin.com/in/debra-ross-roc/

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Roni Weiss was born in Long Island, New York, and grew up in Snohomish County, Washington, north of Seattle.

At the age of 10, Roni began attending Edmonds Community College (now Edmonds College), receiving his Associates of Arts and Science with Honors at the age of 12. He graduated from Lynnwood High School at the age of 15, then attended the University of Washington, receiving double Bachelors of Arts degrees in Drama and English at the age of 18.

Through years of world travels, Roni visited 70+ countries, including every country in Europe, six of seven continents, and taught English in Italy, France, Taiwan, and Chile, both to youth and professionals.

In 2011, Roni founded RW Social, a marketing and consulting company for the travel industry and nonprofits. From 2011 to 2016, Roni worked with Africa Travel Association (now Africa Tourism Association), assisting with and speaking at ATAs events in NYC, DC, and multiple African countries.

In 2013, RW Social launched the New York Travel Festival, an event focused on innovation and sustainability in the world of travel, which served as the genesis for Travel Unity, where he now serves as Executive Director.

Roni lives in Westchester County, NY with his partner, Lauren, and their four children.

Destination on the Left is joined by Roni Weiss, Executive Director of Travel Unity. On our podcast, Roni discusses his unique journey into the travel and tourism industry and the world of entrepreneurship. He explains how a broader view on community impact can create a win-win for both the tourism organization and the community it serves. In addition, Roni makes the case for why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth. This conversation is the key to getting started or leveling up your focus on DEI, and Roni brings so much value to the table.

What You Will Learn: * Roni’s unique journey into the travel and tourism industry and the world of entrepreneurship * How a broader view on community impact can create a win-win for both tourism organizations and the communities they serve * Why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth * Personal vs. Organizational Development tactics in the travel and tourism industry * Tips for finding the right candidates during the hiring process

Travel Unity Roni Weiss is the Executive Director of Travel Unity, a non-profit focused on increasing diversity in the world of travel through individual and community empowerment. On our podcast, Roni discusses his unique journey into the travel and tourism industry and the world of entrepreneurship. He explains how a broader view on community impact can create a win-win for both the tourism organization and the community it serves. In addition, Roni makes the case for why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth. This conversation is the key to getting started or leveling up your focus on DEI, and Roni brings so much value to the table.

Overcoming Inequality in Travel and Tourism Travel Unity provided Roni with the opportunity to make an impact on both the personal development side and the business/organizational development side of the travel and tourism industry. The center circle of this ven diagram is the inequality in this world. Initially, that took the form of socioeconomic status in Roni’s work. But as he grew, Roni dove even deeper into the concept of cultural exchange, searching for new ways to bridge the gap between all types of people from different walks of life. When travel organizations adopt a similar perspective and focus on building connections in the communities they serve, it will help develop an environment where everyone thrives.

Be Proactive in the Hiring Process Once a community has stitched the tears in its connective tissue, the travel and tourism sector can make a greater impact than ever before. Pushing for personal and organizational development in the community will create a future workforce that shares the same values. This is an ideal framework to work from as an organization grows. When adding new team members and filling existing roles, it is important to do everything in our power to build a team that supports our vision for diversity. Homogony doesn’t exist because we aren’t getting the candidates we need, it exists because we aren’t going out there to find them. This is something we have complete control over, and it will change the dynamic of our teams for years to come.

Website: https://travelunity.org
Facebook: https://facebook.com/officialroniweiss
LinkedIn: https://linkedin.com/in/roniweiss
Twitter: https://twitter.com/roniweiss

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Jeff Gayduk is the president and publisher of Premier Travel Media (formerly known as Premier Tourism Marketing), a multi-faceted print and online publishing firm that specializes in the group travel industry. Our titles include Leisure Group Travel, Group Travel Directory, Sports Planning Guide, Reunions Workbook, Student Travel Planning Guide, Religious Travel Planning Guide, Snowbound and Ski & Ride.

Destination on the Left is joined by Jeff Gayduk, president and publisher of Leisure Group Travel. On our podcast, Jeff discusses the framework and purpose of his new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer.” He also shares his team’s insights on fueling recovery, which was recently published as a white paper to the benefit of everyone in the travel and tourism industry. Jeff brings so much value to the table in our discussion, providing tons of tips to help tourism organizations build momentum as the world reopens.

What You Will Learn: * Jeff’s journey into the travel and tourism industry * The framework of Jeff’s new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer” * How Jeff’s book can shed light on this sector and drive demand for a new pipeline of customers * Key insights Jeff and his team have gathered about the recovery of travel and tourism * How the group travel industry is evolving, and what tour operators are doing to adapt

Premier Travel Media Jeff Gayduk is the president and publisher of Leisure Group Travel, a multi-faceted print and online publishing firm that specializes in the group travel industry. On our podcast, Jeff discusses the framework and purpose of his new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer.” He also shares his team’s insights on fueling recovery, which was recently published as a white paper to the benefit of everyone in the travel and tourism industry. Jeff brings so much value to the table in our discussion, providing tons of tips to help tourism organizations build momentum as the world reopens.

Traveling Tribes ‘Traveling Tribes” is a prescription book on how to lead group travel. Tour operators and their direct markets are full of people from all walks of life. Many of them have unique backgrounds and amazing life stories that are completely independent of their role in travel and tourism. That notion makes it difficult to create a one-size-fits-all solution for developing strong leadership in group travel scenarios. Jeff started compiling all of these different backstories to find the through line and identify common ingredients in each experience. With this recipe, tour operators can adapt more easily as the group travel industry evolves.

Keeping a Finger on the Pulse By establishing a baseline for leadership performance in “Travelling Tribes,” Jeff and his team have been able to offer more valuable resources and tips to tourism professionals throughout the pandemic. They have kept a finger on the pulse of major trends in the travel industry in order to come up with viable solutions for the recovery period. As a result, they have made it easier for tourism professionals to determine the next steps. Whether that means leveraging pent-up demand for travel, milestone birthdays, bolstered savings, or personal development, the data supports a dire need for the return of tourism.

Website: LeisureGroupTravel.com
Facebook: https://www.facebook.com/LeisureGroupTravel/
LinkedIn: https://www.linkedin.com/in/jeffgayduk/
Twitter: https://twitter.com/leisuregroup
White Paper: https://leisuregrouptravel.com/tour-operators-react-to-covid-19-how-will-the-group-travel-recovery-look/
Book: https://leisuregrouptravel.com/travelingtribes/

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Amir Eylon is the President, CEO, and Partner of Longwoods International and a thirty-two-year veteran of the Travel & Tourism industry. Amir leads the entire team responsible for developing and executing all facets of the organization, from program development to customer acquisition and retention. He joined Longwoods in 2015 from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. He led the team responsible for increasing Brand USA’s partnership base and ensuring that participants received excellent service throughout Brand USA’s deployment of joint marketing programs.

During his tenure, Brand USA grew its base to 475 partners, composed of destination marketing organizations, convention and visitor bureaus, attractions, travel brands, airlines, and tour operators. Prior to joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state’s marketing programs realized a tremendous return on investment and contributed to the growth of the state’s $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio’s tourism-related businesses.

Amir has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau. He has been recognized with a number of Industry honors, including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry’s Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal.

Amir’s thought leadership in tourism is often quoted by media, and he has appeared in dozens of interviews among many national media outlets, including CNBC, MSNBC, Forbes, The New York Times, The Washington Post, The Los Angeles Times, etc
Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton.

On this episode of Destination on the Left, we welcome back Amir Eylon, President, CEO, and Partner of Longwoods International, who first appeared on the podcast in April 2020. We reflect on the travel trends over the last 12 months, as revealed by research conducted by Longwood International’s Traveler Sentiment Trackers. Amir also speaks to the expectations of the newly conditioned traveler and what first trips will look like for many Americans after a year of shutdowns. He also explores the data on opportunities that can be found for DMOs with the return of day-trippers.

What You Will Learn: * What recent data from the Traveller Sentiment Trackers shows, and why the outlook for travel is optimistic * Where and why people are traveling – including the most popular domestic destinations * Traveler opinions on safety and cleanliness protocols in the communities they visit * Why the resurgence of the day trip meant that overall volume wasn’t as low as expected over the last 12 months * Newly conditioned traveler expectations and how DMOs can ensure they are catering to the increased desire to feel safe when making bookings * Why it is essential to understand the importance of focusing on promotions rather than deep discounts

Understanding Travel Plans in the New Normal Amir and Longwoods International were motivated to start their Travel Sentiment Trackers in March 2020 by a desire to help the entire travel industry. The data that their research has circulated has been invaluable in understanding how the American traveler feels about vacationing in this new normal and how DMOs can best serve them going forward. He discusses why overall volume in the US wasn’t as low as the travel industry expected and explains which domestic destinations have proved to be the most popular over the last year and why.

Traveler Expectations in 2021 Amir digs into the expectations of newly conditioned travelers and why destinations need to be mindful not to roll back their cleanliness and flexibility protocols too quickly. He also addresses the new-found popularity of the day trip and how destination marketers can leverage those first visitors to promote their community and popularise short overnight breaks. The data shows that clarity will remain an important part of what visitors expect when researching destinations in the future and how communities can ensure that travelers feel safe by continuing to be transparent about precautions still in place to protect guests.

Website: https://longwoods-intl.com/
LinkedIn:
- https://www.linkedin.com/in/amir-eylon-2242037/
- https://www.linkedin.com/company/longwoods-international/about/
Facebook: https://www.facebook.com/longwoodsinternational
Twitter:
- @AEylon
- @Lngwds
Episode 173: Market Research a Roadmap Through a Pandemic, with Amir Eylon

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Jennifer Wesselhoff is the President & CEO of the Park City Chamber of Commerce | Convention & Visitors Bureau (Chamber/Bureau). She has served in the position since October 2020.

The Park City Chamber/Bureau is responsible for the marketing and management of Utah’s preeminent luxury tourism destination, driving revenues in excess of $1 billion annually. Park City is home to the Sundance Film Festival, the nation’s largest independent film event. The town’s two ski resorts served as major event sites for the 2002 Winter Olympic Games and the Utah Olympic Park continues to attract Olympians to Park City for high-altitude training. The town also is the headquarters for the US Ski & Snowboard Association (USSA). Park City hosts ski and snowboarding world championships on an annual basis and the United States Olympic Committee (USOC) has selected Utah for its next Winter Olympic bid in 2030. More than two million skiers hit the local slopes each year at both Park City Mountain, featuring the nation’s largest ski terrain, and Deer Valley Resort, consistently rated amongst the top ski resorts in North America. In summer months, more than one million visitors flock to Park City for hiking, blue-ribbon fly-fishing and biking on its 400-mile trail system.

Prior to arriving in Park City, Jennifer was CEO/President of the Sedona Chamber of Commerce & Tourism Bureau, which she joined in 2007. During her tenure, she led Sedona, Arizona to national recognition as a destination. Jennifer guided the Sedona Chamber’s accreditation as a Destination Management Organization, led the development of Arizona’s first Sustainable Tourism Plan, and saw tourism grow to become Sedona’s largest industry, with a $1 billion annual impact and 10,000 tourism-related jobs. She most recently represented the region on the Governor’s Economic Recovery Task Force. Jennifer developed and launched successful brand strategies for Sedona, including the “Sedona, the Most Beautiful Place on Earth” campaign and the “Find Your Room to Play” campaign.

Jennifer is a Certified Destination Management Executive with Destination Marketing Association International and is a frequent speaker and consultant on sustainable tourism best practices. She was the former Sedona Certified Film Commissioner with the Association of Film Commissioners International.

Before joining the Sedona Chamber of Commerce & Tourism Bureau, Jennifer taught English in Japan and spent three years in the hospitality industry in Interlaken, Switzerland. She is conversant in three foreign languages and holds bachelor’s degrees in French and Communications from Miami University in Oxford, Ohio. When Jennifer and her husband Rick are not running, biking and hiking, they enjoy cooking and traveling with friends.

Destination on the Left is joined by Jennifer Wesselhoff, the President and CEO of the Park City Chamber of Commerce, Convention, and Visitors Bureau. On our podcast, Jennifer shares her passion for sustainable tourism and talks about the steps you can take to implement it in your own community. She teaches us what DMOs can do to better communicate with their communities and grow the destination organically. And she also explains how the pandemic has provided destinations with an opportunity to rethink tourism for years to come.

What You Will Learn: * Jennifer’s journey into the travel and tourism industry * Jennifer’s passion for sustainable tourism and the steps you can take to implement it in your own community * How to balance the four pillars of sustainable tourism * Why DMOs need to put more focus on communicating with their residents and local communities * How the pandemic has provided destinations with an opportunity to rethink tourism * Attracting quality vs. quantity when it comes to visitors

The Park City Chamber of Commerce, Convention, and Visitors Bureau Destination on the Left is joined by Jennifer Wesselhoff, the President and CEO of the Park City Chamber of Commerce, Convention, and Visitors Bureau. On our podcast, Jennifer shares her passion for sustainable tourism and talks about the steps you can take to implement it in your own community. She teaches us what DMOs can do to better communicate with their communities and grow the destination organically. And she also explains how the pandemic has provided destinations with an opportunity to rethink tourism for years to come.

Becoming a Leader in the Pandemic Jennifer started her journey in Park City in October of 2020—an interesting time to say the least. Starting a new position, with new people, in a new organization is enough to test any leader, let alone when it is taking place in a remote work environment. Jennifer, however, brings a ton of experience to the table, and she was able to find her stride quickly through the use of creativity and collaboration. Her passion for sustainable tourism has helped her develop those skills day in and day out, and it is a concept we can all benefit from exploring in our own organizations and communities.

The Four Pillars of Community Jennifer defines sustainable tourism as a way to balance the four pillars of the community, and it lifts up everyone who is apart of it. The pillars are: creating and retaining a vibrant economy, the visitor experience, impact on quality of life, and protecting the environment. While Jennifer always took a data-driven approach to destination marketing, the four pillars of community helped her reshape the lens with which she looked at the data. It gave her a new perspective for addressing unique challenges within the community, and it provided her with an opportunity to partner with other organizations and businesses in the region to solve those challenges. Sustainable tourism is something any destination can adopt to transform the core principles of the community, and there is so much to gain from it.

Website: https://www.visitparkcity.com/
LinkedIn:
- https://www.linkedin.com/in/jennifer-wesselhoff-8960599/
- https://www.linkedin.com/company/park-city-chamberbureau/
Facebook: https://www.facebook.com/VisitParkCity
Twitter: @jennwesselhoff

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As Founder and President, Jennifer Hawkins has overseen the growth of Hawkins International Public Relations from a one-woman start-up to a major player in public relations, media relations, and digital communications for the luxury travel and lifestyle industries. Yet even as the agency has grown to more than 30 employees, maintained a robust roster of world-class international clients, expanded with a Los Angeles office, and launched a new division focused on wellness and beauty,

Jennifer remains committed to the boutique and approachable culture she first shaped at the start back in 2002.

“I want to maintain our spirit of creativity and proactivity in everything we do,” she says, explaining that assembling diverse leadership and talent is key to Hawkins International’s ingenuity and maneuverability. Jennifer’s commitment to relevancy encompasses not just current trends in hospitality and wellness, but making certain that the agency is technologically on par and on top of the changing media landscape. She was behind the company’s embrace of social media that created a vibrant division offering influencer relations, social media activation and training, content strategy, and video integration services.

“We celebrate luxury travel and wellness lifestyles through polished personalized attention to our clients and to the media alike,” Jennifer continues. “My role is to bring in interesting clients who are a pleasure for us to collaborate and do business with. That keeps our PR team inspired, our culture dynamic, and our clients squarely in the news.”

Jennifer fell for travel as a girl traveling with a Eurail Pass through Europe with her father. A veritable globetrotter with more than 50 countries across 6 continents stamped on her passport, she long ago gleaned that travel isn’t just about the visitor’s experience – it’s also about providing a real economic impact to countless destinations. She never thought Hawkins International would grow as it has – “I call myself the accidental entrepreneur” – but she has enjoyed the journey. “I can honestly say the majority of clients we’ve signed have come because of our reputation, and they stay because they know we will innovate and deliver.”

Destination on the Left is joined by Jennifer Hawkins, Founder and President of Hawkins international Public Relations and Maverick Creative. Jennifer is a self-proclaimed travel and tourism nerd, working with luxury hotels, spas, resorts, and start-ups through her agencies. On our podcast, Jennifer shares highlights from her recently released Trend Hawk Report. She explains what increased spending on social media means for our industry, how national brands are integrating with local communities, and what our industry can do to prepare for recovery.

What You Will Learn: * How Jennifer impacts the travel industry through Hawkins International and Maverick Creative * Highlights from Jennifer’s recently released Trend Hawk Report * What increased spending on social media means for the travel and tourism industry * How national brands are integrating with the local community through the pandemic * What businesses in the travel industry need to do to prepare for the recovery

HIPR and Maverick Creative Destination on the Left is joined by Jennifer Hawkins, Founder and President of Hawkins international Public Relations and Maverick Creative. Jennifer is a self-proclaimed travel and tourism nerd, working with luxury hotels, spas, resorts, and start-ups through her agencies. On our podcast, Jennifer shares highlights from her recently released Trend Hawk Report. She explains what increased spending on social media means for our industry, how national brands are integrating with local communities, and what our industry can do to prepare for recovery.

The Trend Hawk Report Continuing the theme of 2020, 2021 is already fairly unpredictable. In order to get a handle on what we can expect for this year, data collectors/aggregators like Jennifer have kept an eye on travel and tourism trends that best represent where the industry is headed. Jennifer and her team have measured the impact of social media use in the travel industry as it correlates to social media spend. They have explored the tangential spikes in local business as local travel takes precedence. And they have looked into the overall change in human behavior/communication in relation to travel. We need to keep tabs on all of these trends as the country continues to reopen, so click here for more information.

Setting the Pace for 2021 From hi-tech wellness experiences to digital marketing strategy, there are a lot of trends surfacing in the pandemic that will be differentiators for years to come. Research shows that in times of crisis, companies that adapt, pivot, and invest in their employees tend to come out stronger when the economy returns. In addition, companies that create, innovate, and collaborate with other competitors in their verticals/regions finding tons of new ways to generate revenue and foot traffic during the pandemic. With vaccines being distributed and some semblance of normalcy in sight, it is important that we do everything we can, with everyone we can, to hit the ground running in the recovery phase.

Report: trendhawk2021.com
Website:
- https://www.hawkpr.com/
- https://www.maverickcreative.us/
LinkedIn:
- https://www.linkedin.com/in/jenniferhawkins2/
- https://www.linkedin.com/company/hawkins-international-public-relations/
- https://www.linkedin.com/company/maverick-creative-nyc/
Facebook:
- https://www.facebook.com/hawkinsinternationalpr/
- https://www.facebook.com/WeAreMaverickCreative/
Twitter: @HIPR

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In retirement, Loren is privileged to be applying her experiences and skills to the most important and long-lasting project in which she ever has been involved: the development and construction of a nature trail designed specifically for visitors with autism spectrum disorder and related conditions — located in Letchworth State Park, recently voted the #1 state park in the country AND #1 attraction in New York State!

Destination on the Left is joined by Loren Penman, a retired educator working full time to bring the Autism Nature Trail to fruition. Our agency, Break the Ice Media, is the marketing partner assisting with the public fundraising phase of the capital campaign, which will make the Autism Nature Trail a reality. On our podcast, Loren explains how the trail was first conceived, and how a volunteer group took it from concept to project. She also talks about how the campaign was able to reach its goals in spite of the challenges posed by the pandemic. The story of the Autism Nature Trail is a perfect example of what can be accomplished with the use of collaboration and creativity.

SPECIAL NOTE: Since the recording of this episode, Loren has shared some exciting news with us! The official, COVID-style groundbreaking for The Autism Nature Trail (The ANT) at Letchworth State Park took place on February 19, 2021, and the Trail is on schedule to open later this year.

Also, the ANT has launched a two-month GoFundMe Charity Campaign to fund the Celebration Station — the last stop on the Trail — in honor of Developmental Disabilities Awareness Month (March) and Autism Awareness Month (April). Please consider contributing to this worthy cause! The link to make fully tax-deductible donations is: https://charity.gofundme.com/o/en/campaign/celebrate-inclusion-and-nature-for-all

What You Will Learn: * Loren’s background and involvement with the Autism Nature Trail * What the Autism Nature Trail is, and how it got started * How our team has been able to get involved with the public fundraising phase of the ANT * How Loren and her team took the project from concept to reality * How creativity and collaboration were used to help the campaign reach its goal in spite of challenges posed by the pandemic * What Loren did to overcome the challenges of a public-private sector collaboration * Where the project is now, and where it is heading

The Autism Nature Trail Destination on the Left is joined by Loren Penman, a retired educator working full time to bring the Autism Nature Trail to fruition. Our agency, Break the Ice Media, is the marketing partner assisting with the public fundraising phase of the capital campaign, which will make the Autism Nature Trail a reality. On our podcast, Loren explains how the trail was first conceived, and how a volunteer group took it from concept to project. She also talks about how the campaign was able to reach its goals in spite of the challenges posed by the pandemic. The story of the Autism Nature Trail is a perfect example of what can be accomplished with the use of collaboration and creativity.

Broadening the Appeal Loren and her community are finally ready to construct a one-mile looped trail with eight sensory stations in Letchworth State Park—this is the Autism Nature Trail or ANT for short. The ANT is a first-of-its-kind experience that started with a singular slant toward individuals on the spectrum, but it has since expanded to become a totally ADA compliant nature trail for all to enjoy. The special characteristics that make this trail perfect for the original target have a broad appeal to everyone. Our team was lucky enough to help share that message with the surrounding community so Loren and her team could realize their dream.

From Concept to Reality From a simple, inspirational conversation in Letchworth to a fully-funded private-public project, Loren had her work cut out for her from the start. In order to take this project from concept to reality, she had to address a number of different challenges that required support from the community and local government. Once she had the ear of the right people, Loren managed to raise every dollar they needed through private donations so the park could be operated safely and effectively. This was a $3.7M feat, and they structured the park with the future in mind. From design and build to maintenance and management, this project is blessed with the expertise of many different professionals. This is creativity and collaboration at its finest, and even a pandemic hasn’t been able to stop the momentum they’ve created.

Website: https://autismnaturetrail.com/
LinkedIn: https://www.linkedin.com/in/loren-penman-39632264/
Twitter: @autismnature

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Kris Kelso is a keynote speaker, entrepreneur, and is the author of Overcoming The Impostor: Silence Your Inner Critic and Lead with Confidence.

Trained and certified as an executive coach, Kris has worked with hundreds of entrepreneurs, business owners, and their leadership teams. He is an advisor and instructor at the Nashville Entrepreneur Center, is a Facilitator / Coach with The Alternative Board, and is a contributing writer for The Nashville Business Journal.

Kris has founded multiple companies and has served on the boards of directors of several non-profit organizations. He lives with his wife and three teenaged sons in a suburb of Nashville, Tennessee.

Destination on the Left is joined by Kris Kelso, a keynote speaker, entrepreneur, and the author of “Overcoming the Imposter.” On our podcast, Kris discusses the topic of imposter syndrome, a complex causing you to believe you’re not good enough and that you’ll somehow be exposed as a fraud. Nicole covered this previously on Episode #141, but it is a topic that couldn’t possibly get enough airtime. During our conversation, Kris explains how to overcome insecurity and self-doubt so you can avoid the comparison trap that leads to imposter syndrome. Kris also provides practical examples and strategies for recognizing and stopping the imposter.

What You Will Learn: * What imposter syndrome is, and how it affects us as leaders * The fundamental framework of Kris’s recent book, “Overcoming the Imposter” * How to overcome insecurity and self-doubt so you can avoid the comparison trap that leads to imposter syndrome * Practical examples and strategies for recognizing and stopping the imposter * How to turn imposter syndrome from a liability to an asset * The prevalence of imposter syndrome in the travel and tourism industry

Insecurity and Self-Doubt in Leadership Destination on the Left is joined by Kris Kelso, a keynote speaker, entrepreneur, and the author of “Overcoming the Imposter.” On our podcast, Kris discusses the topic of imposter syndrome, a complex causing you to believe you’re not good enough and that you’ll somehow be exposed as a fraud. Nicole covered this previously on Episode #141, but it is a topic that couldn’t possibly get enough airtime. During our conversation, Kris explains how to overcome insecurity and self-doubt so you can avoid the comparison trap that leads to imposter syndrome. Kris also provides practical examples and strategies for recognizing and stopping the imposter.

Overcoming the Imposter Kris was inspired to write his recent book, “Overcoming the Imposter,” because so many leaders struggle with imposter syndrome. He defines imposter syndrome as the tendency to overvalue the accomplishments of others and doubt the reality of your own accomplishments or success. Nearly 70% of the population experiences imposter syndrome at some point in their careers, and it is even more prevalent among high achievers. It is almost universal among entrepreneurs, but it doesn’t get talked about often because people are afraid to discuss their doubts and insecurities. Kris wrote his book to surface this conversation and show others how to turn imposter syndrome from a liability to an asset.

From a Liability to an Asset Imposter syndrome is a psychological concept, which means it is largely something you can control. By shifting your perception around imposter syndrome, you can turn it into something beneficial. When you are in a situation where you’re surrounded by brilliant minds, take note of the thoughts and feelings that are coursing through your mind. Remember them, because they are signaling you’re in the right place. Remember the old saying that if you’re the smartest person in the room, you’re probably in the wrong room? The feelings of discomfort and doubt can be turned into excitement and anticipation depending on how you perceive them.

Webiste:
- https://www.kriskelso.com/
- https://www.overcomingtheimpostor.com/
LinkedIn: https://www.linkedin.com/in/kriskelso/
Facebook: https://www.facebook.com/thekriskelso
Twitter: @kriskelso

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Michelle Carlen is the Founder & President of Alignment Advising. With over two decades of career experience, she is dedicated to helping businesses by creating long-term strategy, growing sales and revenue, implementing process improvements, developing organizational infrastructure, and improving the client and employee experience. She also helps individuals advance their professional development and gain clarity, confidence, and direction along their career paths. She holds a Bachelors of Science in Business Administration from California State Polytechnic University, Pomona.

With professional experience in hospitality, travel, tourism, and property management, Carlen has cultivated a diverse expertise in representing and supporting a variety of business types and managing teams from: attractions, boutique inns, corporate brand hotels, destinations, museums, restaurants, small retail stores, travel agencies, tour companies, homeowner associations, and non-profit specialty organizations.

Carlen applies her unique ability to dial into what prevents businesses and individuals from attaining optimum performance and has a passion for translating those findings into strategic planning and practical solutions. She quickly pulls direction and establishes order from parts that seemingly don’t connect and brings them into superior working alignment.

Destination on the Left is joined by Michelle Carlen, the Founder & President of Alignment Advising. Michelle is dedicated to helping businesses with long term strategy, revenue growth, process improvements, and organizational infrastructure. On our podcast, Michelle talks about leadership development, transition management, and the importance of stepping back to gain a better understanding of the big picture. Michelle shares insights about adopting a growth mindset and leadership strategies that will help us excel. And she also shares specific examples of collaboration through her experience as the leader of a CVB.

What You Will Learn: * Michelle’s perspective on leadership development, transition management, and the importance of stepping back to gain a better understanding of the big picture * Michelle’s experiences with collaboration as the leader of a CVB * How Michelle helps travel businesses with long term strategy, revenue growth, process improvements, and organizational infrastructure * Michelle’s insights about adopting a growth mindset and leadership strategies that will help us excel in 2021 * Why adversity can often lead to opportunities

Alignment Advising Destination on the Left is joined by Michelle Carlen, the Founder & President of Alignment Advising. Michelle is dedicated to helping businesses with long term strategy, revenue growth, process improvements, and organizational infrastructure. On our podcast, Michelle talks about leadership development, transition management, and the importance of stepping back to gain a better understanding of the big picture. Michelle shares insights about adopting a growth mindset and leadership strategies that will help us excel. And she also shares specific examples of collaboration through her experience as the leader of a CVB.

Professional Development in the Travel Industry Whether you are apart of a DMO, a CVB, or one of the many businesses that make up the travel and tourism ecosystem, there are a number of different ways to approach professional development. First and foremost, you need to adopt a sense of vulnerability and humility. You don’t know everything, regardless of what your title says, and being vulnerable will earn the respect of your team members. In addition, you must work on being open-minded, improving your communication, and taking advantage of the many tools out there to hone your leadership skills.

Keep Your Strategy Fresh As leaders in any type of travel-related organization, you are also responsible for making difficult decisions on a strategic level. One mistake that many leaders of DMOs CVBs make is repeating what they did the year before with minor changes. After making it through 2020, it goes without saying that the things that worked one year are not necessarily going to work the next. There are way too many undeveloped markets and untapped targets to go after to be using the same stale marketing strategy you’ve been using for years. Through innovation and collaboration, you can grow your destination to new heights regardless of how the circumstances change.

Blog: https://www.alignmentadvising.com/blog
Website: https://www.alignmentadvising.com
LinkedIn:
- https://www.linkedin.com/in/michellecarlen/
- https://www.linkedin.com/company/alignmentadvising/

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Heather Bagshaw joined Greene County Tourism over seven years ago and loves being back in her hometown sharing all the great things she adored growing up. Her role in the tourism industry fostered over the past five years, from being an active board participant and President of both the Catskills and Hudson Valley Regions to sitting on the Board of Directors for New York State Tourism Industry Association and now her recent position as a Board Member on the Wine Water and Wonders Board of Directors.

Destination on the Left is joined by Heather Bagshaw, the Tourism Director of both Greene County and the Northern Catskills in New York State. On our podcast, Heather and I talk about how tourism can attract new residents and businesses to a community. We explore how Greene County positions itself within the Catskills region by highlighting its unique lodging properties and all-inclusive resorts. And we also talk about the silver linings in travel and tourism that came out of the global pandemic.

What You Will Learn: * Heather’s journey into travel and tourism * How tourism can attract new residents and businesses for a community * How Greene County positions itself within the Catskills region * How Green County leverages its unique lodging and all-inclusive resorts * The silver linings in travel and tourism that came out of the global pandemic * How Heather has used creativity and collaboration to drive traffic to Green County and the Northern Catskills

Greene County and the Northern Catskills Destination on the Left is joined by Heather Bagshaw, the Tourism Director of both Greene County and the Northern Catskills in New York State. On our podcast, Heather and I talk about how tourism can attract new residents and businesses to a community. We explore how Greene County positions itself within the Catskills region by highlighting its unique lodging properties and all-inclusive resorts. And we also talk about the silver linings in travel and tourism that came out of the global pandemic.

Attracting Residents and Businesses Greene County and the Northern Catskills draw a lot of tourist traffic from the New York City Metro Area. In the last two years, however, there has been a surge of Brooklynites as well. City dwellers from the five boroughs are not only coming as visitors, but they are also opening businesses in the region as well. This has had a significant impact on both tourism and economic development. Residents of Greene County are embracing newcomers and the unique flavors they bring to the community, and this has played a significant role in the region’s growth.

Create Unique Travel Experiences The organic traffic flow has transformed Greene County already, but Heather has also done a terrific job using creativity and collaboration to better position Greene County within the Catskills. All-inclusive family resorts are a major draw in Greene County, and these resorts continue to attract the same families for generations. But travelers also want to have travel experiences that no one else has had before. Greene County’s unique lodging such as the “Treetopia” RV ground and the tiny home resort offer tourists the opportunity to create a memorable travel experience, unlike any vacation they’ve had before.

Website: www.greatnortherncatskills.com
LinkedIn: https://www.linkedin.com/in/heatherbagshaw/
Facebook: https://www.facebook.com/GreatNorthernCatskills/
Twitter: @catskilltourism

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Taking an unusual path to the travel and tourism industry, Lisa’s background is in marketing and operations. Working for a large corporation in product marketing and then working as an Executive Director for a technology association set the groundwork for her current role as Executive Director for Travel Alliance Partners, a corporation owned by Tour Operators.

Lisa leads the management team in developing operational and marketing strategies to help Travel Alliance Partners strengthen their partnerships, increase their business and expand their company tour portfolios.

The past year has found Lisa and her team reimagining how they can deliver a quality travel industry conference to TAP’s audience of industry suppliers.

Destination on the Left is joined by Lisa Doerner, Executive Director for Travel Alliance Partners. TAP is a North American corporation owned by tour operators from the U.S. and Canada, each with their own unique geographical expertise. On our podcast, Lisa joins us to talk about how TAP has been supporting its tour operators and PPTPs throughout the pandemic. She also discusses the creativity and collaboration behind the live event her team is producing in 2021, as well as how it will ignite travel this year and beyond.

What You Will Learn: * Lisa’s journey into travel and tourism * What Lisa and her team have done to support tour operators throughout the pandemic * How TAP maintains relationships with PPTPs or preferred, professional, travel providers * How tap has used innovation and cutting edge thinking to help tourism professionals survive the pandemic * How TAP’s virtual event platform has enabled tour operators and their partners to continue developing relationships * The live event TAP is producing in 2021, and how it will ignite travel this year and beyond * How we can work together during the recovery of the travel and tourism industry

Travel Alliance Partners Destination on the Left is joined by Lisa Doerner, Executive Director for Travel Alliance Partners. TAP is a North American corporation owned by tour operators from the U.S. and Canada, each with their own unique geographical expertise. On our podcast, Lisa joins us to talk about how TAP has been supporting its tour operators and PPTPs throughout the pandemic. She also discusses the creativity and collaboration behind the live event her team is producing in 2021, as well as how it will ignite travel this year and beyond.

TAP’s Coopetition Model As the travel and tourism industry starts to return from the pandemic, collaboration is a critical component of recovery. TAP has always been way ahead of its time with innovation and collaboration, as they have been a focus since the organization’s inception in 2001. Their original business model was designed to bring competitors together so that everyone’s business could grow. That mode of operation continues today as the 15-25 tour operators in TAP buy and sell each other’s products and services to generate more tourism dollars for everyone.

Going Virtual Since TAP is a company of tour operators, many of its team members saw departures for 2020 halt entirely. As they manage rebookings and try to stay afloat until travel fully reopens again, TAP has done everything in its power to support them. Early on, Lisa made the decision to host one of the travel industry’s first virtual events. TAP brought together a broad spectrum of tour operators and the PPTPs to create a platform through which they could continue to develop relationships. It was met with some resistance at first, but virtual vents are now the gold standard for tourism professionals in all kinds of verticals. TAP’s approach to collaboration and innovation has helped many tour operators navigate the challenges of the pandemic, and there is a lot we can learn from it.

Website: https://www.tapintotravel.com/
LinkedIn:
- https://www.linkedin.com/in/lisadoerner/
- https://www.linkedin.com/company/travel-alliance-partners-llc/about/
Facebook: https://www.facebook.com/TravelAlliancePartnersTAP/
Twitter: @TAPIntoTravel

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Jennifer Lazarz has worked with the City of Gallup for over five years, four of which have been as the Tourism and Marketing Manager. Jennifer’s projects with the City of Gallup include the execution of the 2015 LEDA Grant for Historic Theatres at the historic El Morro Theatre, serving on the team for design and implementation of the GallupRealTrue tourism brand, coordinating the Gallup Native Arts Market with the Native Artists Commission, design of gallupnativeartsmarket.org. In addition, she manages the marketing, PR, sales, lodgers tax fund, and long-term tourism development of the City’s Tourism initiatives. COVID-19 mixed things up and Jennifer also acted as the Public Information Office for COVID and ran the CARES Small Business Grant Program for Gallup, New Mexico. Jennifer is currently the treasurer on the board of the Community Pantry, a local non-profit ensuring no mother’s child goes hungry in McKinley and Cibola Counties in New Mexico. Prior to her time in Gallup Jennifer worked in the arts as a professional opera singer for multiple companies and as an arts administrator for Chicago Dance, Land of Enchantment Opera, and Voicexperience/Savannah Voice Festival. She also served in the hospitality industry in food/beverage and as a tour guide in Winston Salem, NC.

Destination on the Left is joined by Jennifer Lazarz, the Tourism and Marketing Manager for the City of Gallup, New Mexico. On our podcast, Jennifer talks about how her background as an opera singer helps her bring a unique lens to the travel and tourism industry. She also discusses the importance of building relationships within the industry to promote a destination, the value of ‘people’ in tourism marketing, and the upcoming centennial anniversary of Route 66.

What You Will Learn: * How Jennifer’s background as an opera singer helps her bring a unique lens to the travel and tourism industry * The importance of building relationships within the industry to better promote your destination * Why travel is about the people, not the experience, and how we can leverage that notion * How Jennifer is preparing for the upcoming centennial anniversary of Route 66 * How Jennifer has been able to capture the unique character of Gallup using creativity and collaboration * What Jennifer has done to help Gallup stand out from the crowd * The lessons Jennifer has taken away from the global pandemic, and how coopetition helped her through

The City of Gallup Destination on the Left is joined by Jennifer Lazarz, the Tourism and Marketing Manager for the City of Gallup, New Mexico. On our podcast, Jennifer talks about how her background as an opera singer helps her bring a unique lens to the travel and tourism industry. She also discusses the importance of building relationships within the industry to promote a destination, the value of ‘people’ in tourism marketing, and the upcoming centennial anniversary of Route 66. Jennifer’s insights provide us with a great blueprint to approach our destination marketing strategy for 2021.

Capturing the Character of Gallup Jennifer describes Gallup, NM as a city hiding in plain sight because it is a very substantial town despite what you might expect. Gallup is thirty miles east of the Arizona border on Interstate 40 and the Historic Route 66. It is surrounded by Native American populations and a significant amount of indigenous land, so Gallup has essentially become the economic hub of the entire region. There is an amazing culture derived from a combination of its coal mining roots and the influence of native cultural arts. Jennifer’s mission has been to capture this unique culture in her marketing efforts, and she has employed an incredible use of creativity and collaboration to do so.

Opportunity Through Networking Throughout her tenure as the Tourism and Marketing Manager for Gallup, Jennifer has put a lot of effort into simply letting people know Gallup is there. Social media, digital marketing, and traditional out-of-home advertising have all played a major role in the growth of Gallup’s marketing platform. However, Jennifer’s approach to networking is what sets Gallup apart. She has spent a ton of time attending travel and tourism events and developing relationships with industry partners. Once they understood Jennifer’s vision and Gallup’s accessibility, they started providing her with resources to realize that vision. Don’t underestimate what your destination has to offer, there is always an atypical opportunity out there if you are willing to find it.

Website: www.galluprealtrue.com
LinkedIn:
- https://www.linkedin.com/in/jennifer-lazarz-ctis-a0909512a/
- https://www.linkedin.com/company/city-of-gallup-new-mexico/
Facebook: https://www.facebook.com/galluprealtrue
Twitter: @galluprealtrue

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Kerri Green is the President & CEO of Commerce Chenango, beginning August 2019. She is a US Army Veteran and has a marketing degree from SUNY Delhi. Kerri has an extensive background in economic development, sales, and in administration. Her background includes a tenure at CDO Broadcasting as Sales Manager for over ten years, and five years in Higher Education working as the Senior Assistant to the President and Secretary to the Board of Trustees at Hartwick College as well as the Director of Admissions at USC (Oneonta). She has spent over twenty years working wit various economic development agencies and Chambers of Commerce (all-volunteer) before taking the helm at Commerce Chenango.

Commerce Chenango houses the Chenango County Chamber of Commerce, operates at the Economic Development arm of Chenango County through the Development Chenango Corporation (DCC) as the Chenango County Industrial Development Agency (IDA) as well as the Chenango Foundation (501 C3).

Throughout the COVID-19 pandemic, Green has been the lead contact for Chenango County through the Southern Tier Control Room as well as working closely with Empire State Development (ESD) by serving on multiple workgroups and working on the 2021 Strategic Plan for the Southern Tier.

Green resides in Sidney with her husband and two daughters.

Destination on the Left is joined by Kerri Green, the President & CEO of Commerce Chenango. Her organization houses the Chenango County Chamber of Commerce and operates at the Economic Development arm of Chenango County. During our conversation, Kerri talks about the importance of aligning tourism and economic development. She explains what that synergy looks like in Chenango County and how she is redesigning Commerce Chenango’s business model to maximize it. Kerri also discusses the evolution of her newsletter, “Keep Calm and Kerri On.”

What You Will Learn: * The importance of aligning tourism and economic development * How Kerri is rebuilding Commerce Chenango’s business model from the ground up * The evolution of Kerri’s “Keep Calm and Kerri On” newsletter * How this year has taught us to be more resourceful and inquisitive about what our communities have to offer * The different collaborations Kerri has initiated in an effort to drive visitor traffic in Chenango * How Kerri is managing her own destination on top of building a regional support structure for other communities in the area

Commerce Chenango Destination on the Left is joined by Kerri Green, the President & CEO of Commerce Chenango. Her organization houses the Chenango County Chamber of Commerce and operates at the Economic Development arm of Chenango County. During our conversation, Kerri talks about the importance of aligning tourism and economic development. She explains what that synergy looks like in Chenango County and how she is redesigning Commerce Chenango’s business model to maximize it. Kerri also discusses the evolution of her newsletter, “Keep Calm and Kerri On.”

Rebranding from the Ground Up Whether you are trying to attract new residents/businesses or tourists, there is a lot of competition. It is important to differentiate your destination so it stands out from the crowd. Kerri has had a lot of success with this despite being thrown into the viper pit in the middle of a pandemic during her first year in charge. She has led the efforts of Commerce Chenango’s rebrand with a bottom-up approach. She has addressed their programs, initiatives, funding, and resources to make the greatest impact. Kerri also leveraged Chenango’s rural character to appeal to the shop local movement and attract people who are looking for a charming change of pace.

Creativity in the Face of Adversity Adversity is no match for creativity, and one of the silver-linings of 2020 has been to watch creativity prevail in so many new ways. Aside from rebranding Commerce Chenango, Kerri has used creativity to engage the community in a bunch of other ways. Her team has produced a series of videos in-house to help people understand what is available in their community during the pandemic. They are also promoting safe events that are unique to Chenango County to drive visitor traffic going into 2021. This year has taught us to be more resourceful and more inquisitive about what our communities have to offer. Chenango is a great example of that.

Website: https://commercechenango.com/
LinkedIn:
- https://www.linkedin.com/in/kerriinsinga/
- https://www.linkedin.com/company/commerce-chenango-ny/
Facebook: https://www.facebook.com/kerri.insinga/
Twitter: @kerri_grace28
Keep Calm and Kerri On: https://cca.commercechenango.com/NewsArticle.aspx?dbid2=NYCOCH&newsid=8015

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Husband and wife team, Tim and Janine Caschette, own Avvino which opened in 2013. The restaurant focuses on seasonal, American cuisine with an International twist and is known for its expansive and highly-curated wine program.

Destination on the Left is joined by the husband and wife team, Tim and Janine Caschette. They are the owners of Avvino, a contemporary American restaurant in Rochester New York boasting locally sourced ingredients and an eclectic, rotating seasonal menu. On our podcast, Tim and Janine share their stories and talk about how they found their passion in the restaurant industry. They also explain how their focus on food, service, and atmosphere combined with a highly-curated wine program helped them navigate the COVID-19 pandemic.

What You Will Learn: * How Tim and Janine came to find their passion in the restaurant industry * How Tim and Janine’s focus on food, service, and atmosphere combined with a highly-curated wine program helped them navigate the lockdowns * Different ways Tim and Janine use creativity and collaboration to stand out from the competition * What Avvino has done to overcome the ever-changing lockdown restrictions * How Avvino used creativity to bring the hospitality experience to people at home

Avvino Destination on the Left is joined by the husband and wife team, Tim and Janine Caschette. They are the owners of Avvino, a contemporary American restaurant in Rochester New York boasting locally sourced ingredients and an eclectic, rotating seasonal menu. On our podcast, Tim and Janine share their stories and talk about how they found their passion in the restaurant industry. They also explain how their focus on food, service, and atmosphere combined with a highly-curated wine program helped them navigate the COVID-19 pandemic.

Food, Service, and Atmosphere Tim and Janine had vastly different introductions and pathways into the restaurant industry, but they found common ground in its opportunities to express creativity and passion. Creativity drives everything they do, and they are constantly looking for new ways to make their restaurant stand out from the competition. The triple threat of food, service, and atmosphere that we talked about is extremely important because many restaurants only check one or two of the boxes. Tim and Janine bring different perspectives to the table because of their unique backgrounds and experiences, and their complementary skillsets keep Avvino on the cutting-edge of all three categories.

Overcoming Restrictions with Creativity In addition to helping Tim and Janine stay competitive when it counts, their approach to creativity also enables them to adapt to the ever-changing COVID-19 lockdown restrictions. These restrictions are changing on what seems like a daily basis, and you have to be quick on your feet to stay compliant. Avvino revamped its menu to be takeout friendly, and takeout volume went from 1 order to almost 100 orders a night. They also found new ways to bring the hospitality experience to their customers at home by adding a personal touch to each order. As we finally put 2020 behind us, It is important to recognize the level of problem-solving restaurants like Avvino displayed. Restaurants that survived because of their creativity and quick thinking are going to bring a lot more to the table as the country begins to reopen.

Website: https://www.avvinorochester.com/
Facebook: https://www.facebook.com/avvinorochester/
Twitter: @AvvinoRochester

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Tim Midgley has over 15 years of technology strategy consulting experience in both corporate and startup environments. He enjoys working in a variety of roles that require modern knowledge of solution creation, business analysis, and product design. Tim is a highly sought after resource for friends and family when they are seeking motivation, guidance, or feedback across a variety of work-related or wellness-focused initiatives.

Destination on the Left is joined by Tim Midgley, co-founder of Diemlife. Diemlife is a platform designed to build teams, create events, launch campaigns. They specialize in virtual and hybrid events that drive results and marketing goals. During our conversation, Tim explains how Diemlife helps communities and organizations mobilize their people. He also shares insights about his company’s new perspective on activation and engagement. And he discusses his philosophy on the 6 Pillars of Wellness.

What You Will Learn: * Tim’s journey into the travel and tourism industry * How the Diemlife platform helps communities and organizations mobilize their people * How a new perspective on activation can drive results and marketing goals * Tim’s philosophy on the 6 Pillars of Wellness * How Diemlife’s “quests” connect organizations with the resources they need to grow * How you can get involved in the World’s Biggest Race for Wellness hosted by Diemlife * How Diemlife has been able to accomplish incredible things with its partners in response to COVID

Diemlife Destination on the Left is joined by Tim Midgley, co-founder of Diemlife. Diemlife is a platform designed to build teams, create events, launch campaigns. They specialize in virtual and hybrid events that drive results and marketing goals. During our conversation, Tim explains how Diemlife helps communities and organizations mobilize their people. He also shares insights about his company’s new perspective on activation and engagement. And he discusses his philosophy on the 6 Pillars of Wellness.

Embarking on a Quest “Quests” are a core element of the Diemlife framework. They are a unique take on campaigns that connect organizations with the resources they need to accomplish their goals. Diemlife works with universities, cities, and other organizations to engage their customers in the unique quest platform that amplifies the brand journey. In the travel and tourism industry, however, the journey is literal, and it offers DMOs a bunch of tools to create stronger connections with the travelers who visit.

What is Really Happening in Your Community? In addition to quests, Diemlife’s mission is largely driven by their 6 Pillars of Wellness: physical, mental, social, environmental, occupational, and financial. Not everyone thinks of these things when they think about their wellness journey, but they are important to consider as you pursue growth in your organization. When it comes to communities, tourism, and how these segments can get creative with the Diemlife platform, Tim and his team offer insights into the demographic composition of a community and the activities they are participating in. A quest can be anything, so it provides an organic look at what communities are up to. Destinations of all sizes need a partner that is creative and quick on their feet.

Website: https://diem.life/
World’s Biggest Race for Wellness: https://quest.diem.life/wbrw

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Eric Patrick is a lifelong marketing professional earning a degree in Advertising from Washington State University. He spent the first 10 years of his career working for small advertising agencies in Portland, OR and central Washington State. Through that experience, he started marketing fruits and vegetables extensively around 2000 and has been at it ever since. Working for one of the largest shippers of apples/pears/cherries in the U.S. and currently at a large distributor based in Oakland, CA. He has traveled extensively during his fresh produce career and also started marketing for other companies such as Tajin Seasonings and about 5 years ago he was asked to pitch a tourism account with a friend. The account was Union Gap, WA Tourism, a small DMO in central Washington State and a small town in Yakima County. Eric also teaches an Intro to Advertising Class at Yakima Valley College.

Destination on the Left is joined by Eric Patrick, the Marketing and Tourism Director for Union Gap, Washington. During our conversation, Eric discusses the different ways he is creatively generating awareness for Union Gap. He also explains how Asparafest—an asparagus-themed restaurant weekend—was dawned after one of Union Gap’s local restaurants was presented with the James Beard Award. Eric has been able to build a global network for his Twitter Chat called, #SmallTownTourismChat, and on our podcast, he shares insights about what small towns are doing to drive traffic as the travel industry returns.

What You Will Learn: * The different ways Eric is creatively promoting tourism in Union Gap, WA * How Eric has generated awareness for Union Gap during the pandemic * How Eric leveraged the James Beard Award won by a local restaurant to drive awareness * The roles of creativity and collaboration in driving tourism for Union Gap * Eric’s journey into the travel and tourism industry * What opportunities lie ahead for small-town destinations in 2021

Union Gap, WA Destination on the Left is joined by Eric Patrick, the Marketing and Tourism Director for Union Gap, Washington. During our conversation, Eric discusses the different ways he is creatively generating awareness for Union Gap. He also explains how Asparafest—an asparagus-themed restaurant weekend—was dawned after one of Union Gap’s local restaurants was presented with the James Beard Award. Eric has been able to build a global network for his Twitter Chat called, #SmallTownTourismChat, and on our podcast, he shares insights about what small towns are doing to drive traffic as the travel industry returns.

Putting Union Gap on the Map When most people think of Washington state, they think of destinations like Seattle and Spokane. Union Gap is not so familiar, but it has a flavor all its own. Located on the east side of the state, Union Gap is nestled in the agricultural belt of Washington which gets over 300 days of sun per year. It is only a half-hour from the mountains, with Mt. Rainier in plain view. Despite its small size, Union Gap offers an unparalleled charm that appeals to outdoor enthusiasts and wine/craft beer connoisseurs alike. Eric has been able to leverage all of these traits to put Union Gap on the map, and he is helping tons of other small-town destinations do the same.

Finding Opportunity in 2021 2020 has obviously been a challenging year for everyone in every destination, but looking forward, Eric plans to continue what he started. Union, Gap was on the precipice of widespread recognition before the pandemic. They have tons of unique events, from the world’s largest sprint car show to the annual Pioneer Power show hosted every summer. Eric’s focus as the Marketing and Tourism Director has been to bring these events to the forefront and use them to define Union Gap. He has continued to do that virtually during the pandemic, and as things reopen, the physical events will re-emerge as well. 2021 has so much opportunity, and Union Gap will be positioning themselves as an essential stop in the year of the road trip, with tons of outdoor activities to keep you busy. There is opportunity for every small town destination out there, so join the conversation in Eric’s #SmallTownTourismChat on Twitter.

SmallTownTourismChat: https://twitter.com/search?q=%23smalltowntourismchat&src=typeahead_click
Website: http://www.visituniongap.com/
LinkedIn: https://www.linkedin.com/in/eric-patrick-81b4ba20/
Facebook: https://www.facebook.com/UnionGapTourism/
Twitter: @UnionGapWA

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Destination on the Left is joined again by Susan Baier to discuss the impact collaboration has on the travel and tourism industry. Susan is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with our host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together.

What You Will Learn: * An overview of the findings from Susan and Nicole’s research study on collaboration * The impact collaboration has on the travel and tourism industry * How perceived competitors can use coopetition to accomplish something bigger than themselves by coming together * How attitudinal research works, and why it is more effective in our industry * The industry-wide sentiment toward collaboration in travel and tourism * The three different types of collaborators and how each one affects the group dynamic * Where tourism professionals are seeking resources on collaboration

Collaboration in the Pandemic Susan Baier is back for another episode of Destination on the Left to discuss the impact collaboration has on the travel and tourism industry. She is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together. As we transition into a new year during these difficult times, it is important to understand how our organizations can use collaboration to navigate new challenges and measure our success.

Data That Aligns With Your Goals There is an overwhelming amount of data available to destination marketers, but it is often the case that only a small portion of it aligns with our goals. So much data is virtually useless to us and as a result, we approach marketing strategy with expensive blind spots. While two individuals in a marketing segment may appear similar on the surface, they likely have two completely different sets of needs and problems that cannot be addressed with one blanket communication tactic. Attitudinal research offers a solution for destination marketers by providing them with targeted research based on needs and attitudes instead of demographics and purchase behaviors.

There is a Demand for Collaboration The goal of Nicole and Susan’s study was to understand the industry-wide sentiment toward collaboration in travel and tourism. There were approximately 161 completed responses in the initial survey, providing enough data for the results to be statistically significant while offering a wide spectrum of attitudinal differences to compare with the results. The interesting thing about research is that it doesn’t always prove that you don’t know what you’re talking about—sometimes it has the opposite effect. This study reinforced the willingness to collaborate in all segments of the travel and tourism industry, with 76% of respondents having collaborated with direct competitors. What does this mean for you? It means there are an abundance of new opportunities to overcome challenges of the pandemic if you are willing to seek them out. This is huge for travel professionals from all walks of life.

Website: https://audienceaudit.com/
LinkedIn:
- https://www.linkedin.com/in/susanbaieraz/
- https://www.linkedin.com/company/audience-audit-inc./
Facebook: https://www.facebook.com/AudienceAudit/
Twitter: @susanbaier

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Tammy Blount-Canavan has a passion for elevating leadership and team performance. She has had a standout career developing high-performance teams of staff, boards, and community organizations. Tammy provides relatable and innovative leadership to bring out the best in organizations and individuals.

Tammy’s career has spanned 30+ years and two countries, including executive leadership at Tourism Vancouver, CEO of the Tacoma Regional CVB, architect and inaugural Chair of the Washington Tourism Alliance, and President and CEO of the Monterey County CVB.

Tammy is a Past Chair of Destinations International and co-chaired the creation and launch of DestinationNEXT. Tammy has been recognized as CEO of the Year, one of the 25 Most Influential People in the Meetings Industry, twice as one of the top 25 Most Influential Women in the industry, Leadership Supplier of the Year in the Meetings Industry, Top 100 Most Inspirational Women in the Meetings Industry, Community Leader of the Year, Leading for Positive Impact Award and Destination Internationals Global Leadership Award.

Tammy holds Fellow Certified Destination Marketing Executive (FCDME) certification which she now helps instruct, and is passionate about mentoring the current and next generation of Destination Leaders.

Destination on the Left is joined by Tammy Blount-Canavan, Executive Vice President and Principal of Destination and Travel Practice at Fired Up! Culture. Kicking off the new year in 2021, Tammy’s message reminds us of what’s important as we move past the COVID-19 pandemic and rebuild the travel and tourism industry. On our podcast, Tammy talks about the importance of finding and following your North Star so you can be a more effective leader. She also discusses the fundamental leadership practices that will help you better yourself and your team as you continue to navigate the pandemic.

What You Will Learn: * The importance of finding and following your North Star * Why leading yourself first will make you a better leader for others * Tammy’s leadership journey in the travel and tourism industry * Five key practices to be an effective leader in these challenging times * Action steps, insights, and ideas to help you improve yourself and your team

Fired Up! Culture Tammy Blount-Canavan is the Executive Vice President and Principal of Destination and Travel Practice at Fired Up! Culture. Her message reminds us of what’s important as we move past the COVID-19 pandemic and rebuild the travel and tourism industry. On our podcast, Tammy talks about the importance of finding and following your North Star so you can be a more effective leader. She also discusses the fundamental leadership practices that will help you better yourself and your team as you continue to navigate the pandemic.

Fundamentals of Great Culture and Leadership The COVID-19 pandemic has challenged travel and tourism professionals in ways never thought possible. Many of you have found new means to thrive and persevere, despite having no end to the chaos in sight. What is the common theme among destination marketers that have experienced success in these trying times? Strong leadership! The leaders of these organizations rely on five key practices to maintain effectiveness during the pandemic including being vulnerable, listening, giving hope, talking about gratitude, and being enthusiastic about the future.

Find Your North Star Destination marketing organizations can use leadership and culture to achieve growth and stand out from the crowd, just as they can use creativity and collaboration. It all starts with finding your North Star. What is your ‘reason for being’ as it relates to your organization? What values and beliefs do you hold dear, and how are they being lived by your team? Finding your North Star will give your organization the focus it needs to adapt, innovate, and create the next iteration of itself. Your North Star is aligned with your vision for the future, and it is the key to maintaining a powerful team chemistry no matter how the industry or circumstances change moving forward.

Website: https://www.firedupculture.com/
LinkedIn:
- https://www.linkedin.com/in/blountcanavan/
- https://www.linkedin.com/company/fired-up-culture/
Facebook: https://www.facebook.com/firedupculture
Twitter:
- @tammyblount
- @firedupculture

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Twenty years ago, Pascale Bernasse fulfilled a lifelong dream and began a career in the travel industry. Today, that dream remains a reality for her as the co-owner and President of French Wine Explorers.

Bernasse started working in the travel industry in 2000 after leaving a corporate career that had left her uninspired. Taking a leap of faith, she started her career at two of the first internet-based cruise retailers, then moved on to gain experience with a small niche tour operator and a brick and mortar travel agency. In 2007 Bernasse and her husband, Pierre, acquired French Wine Explorers, a boutique tour operator specializing in luxury wine vacations in France and Italy.

For the past nine years, Bernasse has been featured as a Condé Nast “Top Travel Specialist” for her expertise. Bernasse earned this reputation by providing exceptional immersive tours with memorable experiences. Her success is due to her insider’s knowledge and relationships with the top estates and guides in France. Daughter of a French native, Bernasse spent summers in France and received part of her college education and professional experience there. All this time spent in France has allowed her to have a deep perspective that she shares with clients.

Says Bernasse, “I am incredibly proud of my experiences in the travel business these last 20 years. This has been a dream of mine since I was a young child spending my summers in France. Over the years, I have forged relationships with outstanding clients and service providers. These partnerships have allowed me to grow in ways that I never imagined. We use a high-touch approach with our clients; and this fuels our brand as Pierre and I surround ourselves with the best in the business. I hope the next 20 years will challenge, reward, and inspire me as much as the past 20 have been!”

Along with recognition from Condé Nast, French Wine Explorers has been recognized by Wine Enthusiast, Travel and Leisure, Rachel Ray Magazine, Travel Weekly, and Bon Appétit magazines.

Destination on the Left is joined by Pascale Bernasse, the president of French Wine Explorers. In our conversation, Pascale and I talk about the importance of finding your tribe and maintaining focus so you can navigate the challenges of this pandemic. She explains how her company found its North Star and managed to stay healthy through all of the hurdles in 2020. And she also discusses her commitment to serving the community and putting her customers first. Our podcast is full of invaluable insights about French Wine Explorers’ ability to persevere in these trying times, and I am sure it will energize you as it did me.

What You Will Learn: * How Pascale found her way into the travel and tourism industry 20 years ago * Pascale’s role as co-owner and president of French Wine Explorers * The importance of finding your tribe amidst a global crisis * How to maintain focus so you can navigate the challenges of the pandemic more effectively * What French Wine Explorers did to stay healthy through all of the hurdles of 2020 * How Pascale’s commitment to service and putting her customers first paid off during the pandemic

French Wine Explorers Destination on the Left is joined by Pascale Bernasse, the president of French Wine Explorers. In our conversation, Pascale and I talk about the importance of finding your tribe and maintaining focus so you can navigate the challenges of this pandemic. She explains how her company found its North Star and managed to stay healthy through all of the hurdles in 2020. And she also discusses her commitment to serving the community and putting her customers first. Our podcast is full of invaluable insights about French Wine Explorers’ ability to persevere in these trying times, and I am sure it will energize you as it did me.

Serving, Not Selling French Wine Explorers offers wine tours in France, Italy, and Spain to help wine lovers become true connoisseurs. Her customers are not comfortable sitting on a beach for a week—they are looking to come back with more knowledge than they started with by participating in enriching experiences abroad. On the surface, French Wine Explorers is a tour company, but Pascale figured out how to take it so much further than that. By focusing on relationship development and the individual needs of each client, each experience has a personal touch that her competitors can’t offer. French Wine Explorers doesn’t sell, it serves. And the new circumstances of the pandemic have only made that more significant.

Responding to the Global Pandemic It goes without saying that the events of 2020 have been challenging for everyone, but the travel and tourism industry has been hit especially hard. It has forced us to adapt and serve our clients in new ways. In the first half of the year, Pascale and her team focused solely on protecting the investments of clients who had booked tours in 2020. The second half of the year has been dedicated to finding ways to run the business more efficiently based on Pascale’s vision for the future. France experienced a number of terror attacks in 2016 which cut French Wine Explorers’ business in half. Moving forward, Pascale and her team focused on building financial insulation for anything else that might happen in the future. That insulation has been key in their ability to pivot and push forward in these difficult times.

Website: https://www.wine-tours-france.com/

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As a tourism professional for over 25 years, David Holder co-founded Clarity of Place with a hands-on understanding of what destination leaders need to be successful. David leads stakeholder engagement efforts and crafts tactical plans to ensure destinations are equipped with the data and industry insights to react to changing environments but still attain their strategic vision.

In leading a variety of destinations, David proved himself to be an industry innovator, taking new perspectives on what it means for destinations to be competitive and specializing in setting and meeting measurable marketing, sales, and product development results.

A versatile and effective communicator, David honed his destination management skills by collaborating with industry partners through service on the board of directors for Destinations International, the Destination Marketing Accreditation Program, and the US Travel Association Destinations Council, to name a few.

Destination on the Left is joined by David Holder, the co-founder of Clarity of Place. David’s organization helps destinations navigate threats and opportunities that impact their ability to attract visitors and attain their long-term strategic goals. He has over twenty-five years of experience in the travel and tourism industry, and he has mastered the art of tactical planning, data analysis, and collaboration to ensure destinations can thrive in changing environments. On our podcast, David explains how DMOs should communicate with their communities. He also shares why aligning your priorities with the priorities of the community will set you up for success.

What You Will Learn: * David’s journey into travel and tourism * How DMOs can better communicate with their communities * Why aligning your priorities with the priorities of the community will set you up for success * The difference between the ‘why’ of what you do vs. the ‘what’ or the ‘how’ * How to leverage transformational metrics for tactical planning * What DMOs can do to form stronger connections with economic development * How the pandemic has impacted destination marketing

Clarity of Place Destination on the Left is joined by David Holder, the co-founder of Clarity of Place. David’s organization helps destinations navigate threats and opportunities that impact their ability to attract visitors and attain their long-term strategic goals. He has over twenty-five years of experience in the travel and tourism industry, and he has mastered the art of tactical planning, data analysis, and collaboration to ensure destinations can thrive in changing environments. On our podcast, David explains how DMOs should communicate with their communities. He also shares why aligning your priorities with the priorities of the community will set you up for success.

Get Buy-in From Your Community David offers a unique perspective when it comes to the different ways destinations can leverage data. He believes there is a dire need for destinations to communicate more effectively across their communities because there is a disconnect between the priorities of DMOs and the priorities of the communities. Clarity of place has made it their focus to find connections between DMOs and communities, so they can help everyone understand the big picture effect of their programs and why they do what they do. If you can get buy-in from the community, your destination will have much greater success.

Responding to the Global Pandemic When David and his team at Clarity of Place first started looking for these connections, they explored many of the different programs destinations created in response to the global pandemic. They found that the hyper-local outreach and progressive content strategy we have seen are only going to continue in these destinations after the pandemic subsides. The pandemic has changed the needs of the community and the individual, and it has put everything DMOs do into a different context. By understanding the data that drives the new trends, marketing organizations can use them to guide their strategies moving forward.

Website: https://www.clarityofplace.com/
LinkedIn: https://www.linkedin.com/in/david-holder-a801965/
- https://www.linkedin.com/company/clarityofplace/
Twitter: @ClarityofP

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With transformation and culture change in her DNA, Judy McKinney-Cherry is a seasoned leader and successful entrepreneur recognized for her expertise in economic and community development. She is sought after and known for her ability to balance a strategic focus with boots on the ground pragmatism that she leverages to help emerging businesses forge growth trajectories and create sustainable and successful futures. Ms. Cherry is currently the Executive Director for SCOPED, the Schuyler County Partnership for Economic Development, and the CEO/CFO for the Schuyler County Industrial Development Agency.

Ms. McKinney Cherrys diverse background includes over 25 years of executive experience across the private sector, public sector, and university settings including appointments by the Governors of New York and Delaware. Her service on numerous local, regional, and national Boards includes Corning Community College Regional Board of Trustees, CCS Workforce Investment & Opportunity Board, the Southern Tier Central Planning Council, Locate Finger Lakes!, Erie Canal Heritage Fund, Watkins Glen Area Chamber of Commerce, Regional Energy and Economic Development Corporation, to name a few.

As a certified economic developer with fellow member status, she also serves on the International Economic Development Council Accreditation Committee. When she manages to pull herself away from doing the work she loves and for which she has an unwavering commitment, you can find her riding her BMW motorcycle, beekeeping, working with raptors, and spending time on the golf course. She currently resides in Watkins Glen with her husband, Phil, her corgi, Winston, and their chickens, Emily, Lucy, and Ethyl.

Destination on the Left is joined by Judy McKinney Cherry, a seasoned economic and community development professional with a wealth of experience in the travel and tourism sector. She currently serves as the Executive Director of the Schuyler County Partnership for Economic Development, as well as the CEO, CFO of the Schuyler County Industrial Development Agency. Judy has a deep understanding of the role travel and tourism plays as an economic driver in destinations across the country. On our podcast, she joins us to share her story, highlighting the importance of housing in economic performance, and mapping out her collaborative framework as it relates to our 3C’s.

What You Will Learn:

Travel and tourism’s role as an economic driver in communities across the country
Why housing is critical to the performance of any economy
Judy’s experience with collaboration, and how it ties into our 3C’s framework
How Judy’s public/private sector perspectives and experience with data influence her decisions
Why we need to approach tourism as so much more than promoting/marketing a destination
What Judy has done to help her organization stand out from the pack
How Judy’s team has used creativity and collaboration to navigate crises
How the pandemic has leveled the playing field in travel and tourism

Tourism is Part of the Economic Fabric

Judy McKinney Cherry is a seasoned economic and community development professional with a wealth of experience in the travel and tourism sector. She currently serves as the Executive Director of the Schuyler County Partnership for Economic Development, as well as the CEO, CFO of the Schuyler County Industrial Development Agency. Judy has a deep understanding of the role travel and tourism plays as an economic driver in destinations across the country. On our podcast, Judy joins us to share her story, highlighting the importance of housing in economic performance, and mapping out her collaborative framework as it relates to our 3C’s.

More Than Marketing

Judy is extremely data-driven in her approach to strategy, and she views tourism as an economic driver. It is part of the economic fabric of every community, which is why tourism boards and organizations are so much more than marketers alone. If you look at tourism as an entire industry instead of a means of promoting your destination, then you will be able to thrive collectively. Tourism is not a subsect of economic development, it is part of it. And it is a way for communities to engage travelers in ongoing relationships that lead to potential opportunities for growth.

Planning for What-If Scenarios

In travel and tourism, Judy is always planning for the what-if scenarios. COVID is a good example because the entire industry transformed overnight. When destination marketers are only focused on promoting a destination, there is virtually nothing for them to do in a situation like this. But when they operate as an integral part of a destination’s economic development, they can help fill in the gaps wherever it is necessary. The essence of creativity is problem-solving. When you combine that with collaboration and a willing network of organizations that have a location’s best interest in mind, disaster scenarios are easier to manage.

Website: www.flxgateway.com
LinkedIn: https://www.linkedin.com/in/judy-mckinney-cherry-cecd-fm-49a2991/
Facebook:https://www.facebook.com/schuylercountypartnership/
Twitter: https://twitter.com/jmcherry

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In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you.

What You Will Learn: Nicole’s keynote speech on world-changing collaboration
Why travel and tourism will bounce back stronger than ever
How we can master the art of collaboration to keep travel alive in the “new normal”
How to apply the 3 C’s of Collaboration framework
Why we need to have a collective vision to have a successful recovery
Examples of world-changing collaboration lived out by other travel and tourism professionals
How tourism marketers have leveraged digital media to collaborate

Collaboration During Economic Recovery In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the economic recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you.

We Will Bounce Back Stronger Than Ever For a long period after 9/11, people were afraid to fly, afraid to travel to big cities, and afraid to gather for large group events. Sounds familiar right? At the time it was hard to imagine the travel and tourism industry ever recovering from such a devastating impact. Through that world-shaking event, then the great recession, and now the global pandemic resulting from COVID-19, the travel industry has and will continue to prevail. It will bounce back stronger than ever, and sometimes we forget that—while history doesn’t always repeat itself—it often rhymes.

The Art of Collaboration It is overwhelming to look at what has happened to our industry knowing there is no clear end in sight, but we are in this together. If we can master the art of collaboration, we will find new ways to keep travel and tourism alive in the “new normal” that awaits. Adversity creates pressure and urgency that stimulates creativity and brings out the best our minds have to offer. Never let that go to waste. Take advantage of the opportunity to band together with our industries brightest minds and lead the world out of this. Collaboration is truly an art, and by harnessing its power, we will come out better than before.

Email: nicole@breaktheicemedia.com
Website: www.destinationontheleft.com/summit
Website: https://breaktheicemedia.com/
Twitter: @Break_TheIce
Facebook: @BreakTheIceMedia

Additional Resources: * Strategy Meeting Agenda * Book: Traction by Gino Wickman * SWOT Analysis Worksheet * Pros and Cons of WFH * Communication: Creating World-Changing Collaborations

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As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. Her love of the road trip began at age 7 and even her High School was on a Scenic Byway. After a career in architecture and facility management, ending at The World Bank in Washington, DC, she was able to transform her love of the road trip into a successful career. Since beginning to develop road trips and driving travel packaging for destinations throughout the United States, Dr. Forbes has assisted over 300 locations to develop and promote new travel products in their areas. While managing an international inbound tour operator, she included scenic byways in every possible driving trip for overseas visitors.

Even though Dr. Forbes still assists destinations and regional locations to develop road trip experiences, more recently she contracted to take on the role of Director of Development and Marketing for the National Scenic Byway Foundation, and also the management of the effort to develop a comprehensive website to include all scenic byways and scenic roads throughout the United States. In addition to those roles, she serves as Professor of Destination Management and Marketing for the Temple University Masters in Travel and Tourism program. Dr. Forbes is conversant with the economic impact of Scenic Byways and scenic roads along with methods to create economic development in areas where it is hardest to come by. Her unique background in working on all sides of the equation – developing road trip experiences for the travel sellers and selling road trips as the head travel agent, holding an IATA number to travel buyers, plus teaching the subjects and working in economic development delivers a comprehensive perspective on what today’s visitors need and want and what travel sellers must do to respond, not found anywhere else.

She holds a Bachelor of Fine Arts and Master of Art and Architectural History from the University of Wisconsin, a Doctorate in Environmental Planning from Union University, a Certificate in Digital Marketing from the University of Illinois, and is currently working on an MBA at Taft University.

Destination on the Left is joined by Dr. Maree Forbes, Director of Development and Marketing for the National Scenic Byway Foundation. As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. On our podcast, Maree shares her story and talks about the importance of scenic byways to the small towns and communities that they encompass. She also discusses the use of storytelling to create visitor experiences, and the importance of collaboration in travel and tourism.

What You Will Learn in This Episode: * Dr. Forbes’ journey into the travel and tourism industry * The importance of scenic byways to the small towns and communities that they encompass * How Dr. Forbes creates itineraries based on visitor experience * How Dr. Forbes drove international travel through America’s scenic byways and drives * How storytelling enhances the ability to build visitor experiences * What Dr. Forbes has done to target different demographics with her travel experiences * The importance of creativity and collaboration in building road trip experiences

The National Scenic Byway Foundation Dr. Maree Forbes is the Director of Development and Marketing for the National Scenic Byway Foundation. As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. She has assisted over 300 locations to develop and promote new travel products in their areas. And her experience spans every piece of the equation. On our podcast, Maree shares her story and talks about the importance of scenic byways to the small towns and communities that they encompass.

Preserving the Beauty Dr. Forbes designs unique road trip experiences for scenic byways and scenic drives in conjunction with The National Scenic Byway Foundation, an organization that picked up the pieces when federal funding was cut. She and her team are looking for ways to promote these one-of-a-kind travel routes on one central platform so they can fund preservation efforts and maintain the irreplicable beauty of the byways and scenic drives for generations to come. You can’t just build a new one when the beauty is destroyed, so these efforts are critical to locations across the country.

The Personal Travel Portfolio Building these unique road trip experiences for a broad spectrum of travelers requires a lot of creativity. As competitive as the travel and tourism industry can be, Dr. Forbes had to figure out how to elevate the road trip. It was a challenge to inspire visitors to take the scenic route instead of flying to a destination and flying back, but she had a lot of success targeting international travelers with her “personal travel portfolio.” Many international travelers wanted to rent a car when they got to America, but with the grandiosity of the U.S., they didn’t quite know where to start. This program had a story for each day of travel, with detailed information about things to see and do that would make their trip more satisfying. And the use of creativity to turn driving into a travel experience did so much for scenic byways and drives around the country.

Website: https://nsbfoundation.com/
LinkedIn: https://www.linkedin.com/in/maree-forbes/
Facebook: https://www.facebook.com/NationalScenicBywayFoundation/

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While owning an ad agency was never in her dreams, Ginna Royce can’t think of a better way to spend her life–with the exception of being the next Food Network star! The opportunity to experience different industries, personalities, and technology through her clients is an amazing part of every day; the chance to share this with her husband–my partner–is a blessing.

She has deep West Virginia roots but was raised in northern Virginia. WVU provided a phenomenal Journalism education and she landed at the Dominion Post right after graduation. A short stint with an ad agency had her hooked on the culture but it was a client that forced her hand…he canceled his contract with the firm and told her to call him when she got her own office. She never looked back.

They cut their teeth on 18 hour days and lots of retail for the first 15 years, the last eight have included service and manufacturing industries along with international marketing. Delbert and Ginna developed a wanderlust recently that has taken them to Tahiti, Australia, New Zealand, Fiji, and Africa. And there’s still a lot to see. With three dogs and a cat, time at home is complete.

Ginna has a passion for this business…better yet, she has lifelong friends that entered her life disguised as clients and employees. It doesn’t get better than that.

Destination on the Left is joined by Ginna Royce, the CEO and Creative Director at BlaineTurner Advertising. BTA focuses on providing an honest, eye-opening approach to marketing, where research, strategy, and creative work in perfect unison. When we learned about Ginna’s work with the CVB in her region of West Virginia, we knew she would bring a ton of value to the table. On our podcast, Ginna shares her journey into the travel and tourism industry, and her unique approach to marketing in this niche.

The Evolution of Tourism Marketing Ginna Royce is the CEO and Creative Director at BlaineTurner Advertising. BTA focuses on providing an honest, eye-opening approach to marketing, where research, strategy, and creative work in perfect unison. When we learned about Ginna’s work with the CVB in her region of West Virginia, we knew she would bring a ton of value to the table. On our podcast, Ginna shares her journey into the travel and tourism industry, and her unique approach to marketing in this niche. She explains what DMOs can do to generate more leads and maximize the results of their campaigns. And she also talks about how her agency is using collaboration to serve a CVB that now includes three counties.

No Experience Wasted BlaineTurner was founded in 1986, and as you can imagine, a lot has changed in advertising/marketing in the last thirty-four years. Having that perspective enables Ginna to think critically about every business problem that her clients and prospects bring through BTA’s doors. In addition to that, her agency has served many industries outside of tourism like healthcare and manufacturing. Their broad spectrum of work means they can adapt quickly in the ever-changing market place as new channels, consumer behaviors, and industry trends arise. In travel and tourism, that is an important agency trait now more than ever.

Brand Positioning in Travel and Tourism When your agency can navigate the challenges of a changing advertising landscape, you build trust that leads to long term relationships. A great example of this is BlaineTurner’s relationship with the Visit Mountaineer Country CVB. The organization has been working with BTA since its inception in 1986, and together they have worked through an expansion to three counties, as well as a complete rebranding of the CVB in 2019. Brand positioning is a major topic of discussion in travel and tourism. And Ginna’s ability to cater to visitors and stakeholders alike has enabled her clients to speak to multiple audiences while remaining effective. From giveaways to creative campaigns, BTA continues to find new ways to generate interest among different demographics.

Website: www.blaineturner.com
LinkedIn: https://www.linkedin.com/in/ginna-royce-9067b25/
Facebook: https://www.facebook.com/ginna.royce
Twitter: @GinnaBTA

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Greg DeShields currently serves as the Executive Director at PHLDiversity a business development division of the Philadelphia Convention and Visitors Bureau.

As Executive Director of the Philadelphia Convention and Visitors Bureau PHLDiversity, Greg is responsible for developing and implementing plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination leading to hotel room nights and economic impact for the region.

Greg is a graduate of Johnson & Wales University Providence, Rhode Island, with an A.S. Degree in Hotel & Restaurant Management; and B.S. Degree in Hospitality Management.

His professional development includes a certification from the Institute for Diversity, Urban League of Philadelphia, Leadership Forum, Leadership Philadelphia, and Greater Philadelphia Leadership Exchange.

Destination on the Left is joined by Greg DeShields, the Executive Director at PHLDiversity. PHLDiversity is a business development division of the Philadelphia Convention and Visitors Bureau that develops and implements plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination. During our conversation, Greg talks about why it is so important for businesses to create a strategy for diversity, equity, and inclusion in their organizations AND communities. Then he explains what it takes to implement the strategy for long-term results.

What You Will Learn in This Episode: * Greg’s journey into the travel and tourism industry * How multiculturalism has a financial impact on destinations * How DEI continues to evolve as time moves forward * Why DEI (diversity, equity, and inclusion) is a marathon, not a sprint * The business case for creating a DEI strategy * How to foster community participation and involvement for diversity, equity, and inclusion * Why proactive strategy and planning is better for DEI than taking a reactive approach * How a collaboration between PHLDiversity and a local LGBT chamber led to new revenue and business for both organizations * How podcasting ties into the work that PHLDiversity does

The Expansion of DEI in Travel and Tourism Greg DeShields is the Executive Director at PHLDiversity, a business development division of the Philadelphia Convention and Visitors Bureau. He is responsible for developing and implementing plans, strategies, and initiatives specifically designed to raise Philadelphia’s image as a diverse multicultural destination leading to hotel room nights and economic impact for the region. During our conversation, Greg talks about why it is so important for businesses to create a strategy for diversity, equity, and inclusion in their organizations AND communities. Then he explains what it takes to implement the strategy for long-term results.

The Evolution of Multiculturalism After Greg spent some time getting settled in his career, he started to understand the economic impact that multiculturalism had on destinations across the globe. But once he moved from the board of directors to a leadership position in PHLDiversity, he started working to expand the table beyond culture. It embraced all communities like women and LGBT, and DEI (diversity, equity, and inclusion) continues to evolve over the years. Now, Greg and his team are focused on eliminating barriers and creating access for people of color.

Creativity and DEI Normally we talk about examples of creativity used to promote diversity, equity, and inclusion in the travel and tourism industry. But in this case, the PHLDiversity organization is an example in and of itself. The organization has been around for over 30 years, and in the late 1980s, Philidelphia was not known as a tourist destination. When Atlantic city started to gain notoriety, the city needed to find a way to engage diverse communities as gaming expanded. This led to the formation of a new organization that brought black voices into the discussion. Community participation has been a key part of their work to this day, and PHLDiversity continues to engage the local population in new and innovative ways.

Website: https://www.discoverphl.com/phldiversity/
LinkedIn:
- https://www.linkedin.com/in/gregdeshields
- https://www.linkedin.com/company/philadelphia-convention-&-visitors-bureau/
Facebook: https://www.facebook.com/discoverPHL
Twitter:
- @gregdeshields7
- @discoverPHL
Podcast: https://www.discoverphl.com/meet/phldiversity/podcasts/

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Cindy Rodriguez is the Co-Founder of Adirondack Diversity Solutions, a Human Resources consulting firm focusing on diversity and inclusion within the workforce and beyond. Adirondack Diversity Solutions works with organizations to create and execute initiatives that share the organization’s vision, support its mission, and live its values through forward-leaning innovations that materialize the social and economic benefits of a diversified workforce and client base.

With over ten years of Human Resources experience spanning across industries, Cindy delivers innovative human resources solutions that promote transparency in policy and procedures, communication strategies, community engagement, all while embracing and embedding diversity, equity, and inclusion into organizational values, culture, policies, and practices.

Destination on the Left is joined by Cindy Rodriguez, Co-founder of Adirondack Diversity Solutions. Her company is an HR consulting firm that designs and implements initiatives around their clients’ visions, missions, and values. As a result, they can capitalize on the social and economic benefits of a diversified work environment. With over ten years of human resources experience, Cindy delivers innovative human resources solutions that promote transparency in policy and procedures, communication strategies, community engagement. On our podcast, Cindy explains how this approach to HR ties into the ideas of diversity, equity, and inclusion.

What You Will Learn in This Episode: * What is is like to be “one of a few” * Why there is a lack of representation in consumer campaigns * What travel and tourism professionals can do to improve engagement with diverse audiences * The work Cindy’s team is doing to promote diversity, equity, and inclusion in the workplace * Why intentionality is such a powerful tool for travel and tourism professionals

Using Creativity and Collaboration to Address Racism Cindy Rodriguez is the Co-founder of Adirondack Diversity Solutions, an HR consulting firm that designs and implements initiatives around their clients’ visions, missions, and values. With Cindy’s expertise, Adirondack’s clients can capitalize on the social and economic benefits of a diversified work environment. Cindy has over ten years of human resources experience, and she delivers innovative HR solutions that promote transparency in policy and procedures, communication strategies, community engagement. On our podcast, Cindy explains how this approach to HR ties into the ideas of diversity, equity, and inclusion.

“One of a Few” Cindy is a first-generation Latina, and her love for travel and tourism was sparked by the annual trips to her parents’ home countries as she grew up in the United States. Through her experiences, however, Cindy often found herself feeling that she was “one of a few,” and that sparked her passion for the work with diversity, equity, and inclusion that she does today. Wanting those things is not enough. So Cindy partnered with Dr. Donathan Brown to help other organizations carry out those beliefs. From policies and procedures to recruitment and retention, they help clients engage communities of color to create more comprehensive products, programming, and outreach strategies.

Driving Community Engagement Throughout her career, Cindy and Dr. Brown have relied heavily on creativity and collaboration to address racism in local communities. The Adirondack Experience and The Cooperstown Friends of The Village Library are two great examples. ADS has partnered with them to help tourism leaders of color share their journeys and visions for the future. While they’re helping to put the spotlight on this demographic, they are also engaging the community as a whole with a unique, action-oriented dialogue. The power of creativity and collaboration is limitless, even in unprecedented times.

Website: https://www.adkdiversity.com/
LinkedIn:
- https://www.linkedin.com/in/cindy-rodriguez-ads/
- https://www.linkedin.com/company/adirondack-diversity-solutions/
Facebook: https://www.facebook.com/adkdiversity
Twitter:
- https://twitter.com/AdkDiversity
- https://twitter.com/c_rodriguez07

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Melissa Cherry serves as the Chief Operating Officer at Destinations International. She is responsible for the development and execution of the overall marketing and communications, product engagement, information technology, meetings, and education strategies to promote and elevate the Association’s mission and brand to drive awareness of its impact to advance the success of the destination marketing industry worldwide.

Prior to joining Destinations International, Melissa was senior vice-president for marketing and cultural tourism at Choose Chicago. During her four-year tenure at the city’s official destination marketing organization, she led Choose Chicago’s domestic and international marketing strategies, including all efforts for brand strategy, integrated marketing, research, advertising, official publications and collateral, website, social media, and event marketing. Additionally, she launched the first-ever Cultural Tourism Strategy to increase visitation and awareness to Chicago’s cultural entities, events, and neighborhoods.

John Percy is President and CEO of Destination Niagara USA. It is the official Tourism Promotion Agency and a full-service Destination Marketing Organization serving Niagara Falls and Niagara County, New York/USA. Previously, John served as Vice President of Sales and Marketing for the organization. Other prior experience includes Vice President of Tourism for the Niagara Falls Convention and Visitors Bureau and 15 years in shopping center marketing and management in both Western New York and Detroit, Michigan.

In addition to serving as Vice Chairman for the Board of Governors for the American Bus Association Foundation and on the Board of Directors for ABA’s actual association, John also serves as the current Chair-elect on the Destinations International Foundation Board of Trustees. He also serves on boards for the Niagara USA Chamber of Commerce, Niagara Falls Community Mission, and the Niagara Falls National Heritage Area.

John is also a co-chair of the Equity, Diversity, and Inclusion task force for Destinations International, a task force that Melissa Cherry oversees in her role.

Destination on the Left is joined by Melissa Cherry, COO at Destinations International, and John Percy, President and CEO of Destination Niagra USA, to discuss America’s racial unrest. The conversation about equity, diversity, and inclusion can be uncomfortable to have, but it is needed in every aspect of our lives right now. On our podcast, Melissa and John share their personal stories about how they have been impacted by bias. The racial conversation is both a challenge and an opportunity, and there is so much we can do right now to make sure this moment in time does not pass us by.

What You Will Learn in This Episode: * Melissa and John’s journeys into travel and tourism * How equity, diversity, and inclusion manifest in the travel and tourism industry today * Melissa and John’s personal experience with racial bias * Why the conversation about race is both a challenge and an opportunity * How we can use creativity and collaboration to tackle prejudice in travel and tourism * Why Destination International’s DEI Committee was created and how it has evolved * What we can do NOW to make an impact on racial inequality in the U.S.

Systemic Prejudice in Travel and Tourism Destination on the Left is joined by Melissa Cherry, COO at Destinations International, and John Percy, President and CEO of Destination Niagra USA, to discuss America’s racial unrest. The conversation about equity, diversity, and inclusion can be uncomfortable to have, but it is needed in every aspect of our lives right now. On our podcast, Melissa and John share their personal stories about how they have been impacted by bias. The racial conversation is both a challenge and an opportunity, and there is so much we can do right now to make sure this moment in time does not pass us by.

Coming Together As One As the conversation about race is amplified, there is a new sense of urgency and a light at the tunnel. But while there are many opportunities for addressing the issue of race, there are a lot of challenges. Through Melissa and John—a woman of color and a gay, white man—their personal stories show how real systemic prejudice and bias is here in the U.S. It is something that we can’t ignore any longer, and by coming together as one force of creative problem solvers, we can tackle this adversity in our industry once and for all.

The Racial Conversation Right now, there are a lot more conversations about race and they are easier to have. But only a couple of years ago, we still had to convince people to be a part of the conversation at all. The best thing we can do as a collective is to show empathy and facilitate open discussions about the realities we don’t truly understand. What do our organizations look like? What do our communities look like? Those are the questions we need to be asking ourselves in order to properly direct our problem-solving skills and make a difference.

5 Questions About Race Video
5 Questions About Race Article
Leading by Example: Lessons in Race and Racism
An OPEN LETTER to Our Colleagues and the World from Black Destination Industry Leaders
LinkedIn:
- https://www.linkedin.com/in/melissa-cherry-444806/
- https://www.linkedin.com/in/john-percy-cdme-20558b3/

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In Destination on the Left’s 200th episode, we kick off October’s theme of equity, diversity, and inclusion. Nicole Mahoney shares experience with these issues, and she talks about the different ways her team is working together to live out the ‘equitable’ core value within their company. Learn what we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry.

What You Will Learn in This Episode: * Host Nicole Mahoney’s experience with the challenges of equity, diversity, and inclusion * What Nicole’s team is doing to live out the ‘equitable’ core value within their company * What we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry * The lessons Nicole learned about diversity in applicant pools during the hiring process * How Nicole’s team took a proactive approach to diversity in their company and industry * How the team was living out their core values, and where they were falling short * Why addressing systemic racism in your organization will impact existing employees, future employees, and clients alike

Addressing the Topic of Diversity in our industry In Destination on the Left’s 200th episode, we kick off October’s theme of equity, diversity, and inclusion. Nicole Mahoney shares experience with these issues, and she talks about the different ways her team is working together to live out the ‘equitable’ core value within their company. Learn what we can do to explore, understand, and act on the topic of diversity in the travel and tourism industry. In light of recent events in the United States that sparked severe racial unrest, the opportunity to have this conversation could not have come at a better time.

Looking into the Mirror With racial injustice sweeping the country right now, it is hard to focus on more than race. In the travel and tourism industry alone, racial diversity is a major issue, and it goes all the way to the leadership level of top organizations. As Nicole started to think about this, she realized that even her own company is guilty of homogeneity. Nicole didn’t build a team of white women on purpose, and there was no discrimination in the hiring process—she just didn’t receive a diverse applicant pool. But that is how she and her team used to think. After the death of George Floyd, they decided to take a proactive approach to diversity instead of leaving it to circumstance.

A Deep Dive into the Unknown At first, Nicole and her team weren’t quite sure how to address the issue of diversity in their company and industry. But after exhausting every resource and contact they could pull from their network, a plan started to materialize. They used their ‘equitable’ core value as a framework and starting point in their exploration of systemic racism and diversity in the United States. The team figured out where they were living that core value, and where they were falling short. And as a result, the discoveries they made will shape the policies and actions of the organization as a whole, impacting existing team members, future team members, and clients alike.

Email: nicole@breaktheicemedia.com
Website: www.destinationontheleft.com/summit
Website: https://breaktheicemedia.com/
Twitter: @Break_TheIce
Facebook: @BreakTheIceMedia

Additional Resources: * How We Live Core Value Equitable * Shortfalls * Systemic Racism Explained * Racial Equity Report Card

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Rick Antonson is the author of the travel narratives: To Timbuktu for a Haircut: A Journey Through West Africa, Route 66 Still Kicks: Driving Americas Main Street, and Full Moon Over Noah’s Ark: An Odyssey to Mount Ararat and Beyond. He is the co-author of Slumachs Gold: In Search of a Legend. He was president and CEO of Tourism Vancouver, is past chair of the board for the Destinations International, based in Washington, DC, and served as deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He speaks around the world about the multi-generational philosophy Cathedral Thinking. Rick and his wife Janice make their home in Predator Ridge, Okanagan Valley, Canada. You can find him online at www.rickantonson.com and www.cathedralthinking.com.

Destination on the Left is joined by Rick Antonson, the former president and CEO of Tourism Vancouver, the past chair of the board for Destinations International, based in Washington, DC, and the former deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He initially joined us on Episode #44, where we talked about using cathedral thinking to create a brighter future. During our conversation, we talk about the importance of scenario planning and managing a crisis. We discuss the different ways the pandemic has shown tourism affects everyone. And we discuss the power of cathedral thinking in rebuilding the future.

What You Will Learn in This Episode: * What was going through Rick’s mind as the pandemic gained momentum and spread across the globe * Rick’s approach to crisis management in the tourism industry * What we should be doing to respond to the crisis right now to prepare our destinations for regrowth * The concept of cathedral thinking, and how DMOs can use it to plan for rebuilding in the future * Different ways in which the pandemic has shown tourism’s effect on entire communities

What Comes Next After COVID? Rick Antonson is the former president and CEO of Tourism Vancouver, the past chair of the board for Destinations International, based in Washington, DC, and the former deputy chair for the Pacific Asia Tourism Association, based in Bangkok, Thailand. He initially joined us on Episode #44, where we talked about using cathedral thinking to create a brighter future. During our conversation, we talk about the importance of scenario planning in managing a crisis. We also discuss the different ways the pandemic has shown tourism’s effect on entire communities. And we discuss the power of cathedral thinking in rebuilding the future.

Crisis Management 101 At first, we were facing more of a business and marketing crisis than a worldwide shutdown like we see today. That is the first step in crisis management—identifying you are actually IN a crisis. But in crisis management, the most immediate thing is to then determine what the situation is and get the facts. This enables tourism organizations to have more strategic discussions based in realism, not idealism. You can’t react to a crisis based on what you wish was happening or somebody’s artificial forecast. You have to react based on the facts, and sometimes you have to go below the surface to get away from the noise and piece together what is really happening.

Stepping Stones Rick recently authored an op-ed that ran in the Vancouver Sun titled “Immediate Financial Assistance Needed to Save BC Tourism Sector.” In this piece, Rick talks about the importance of funding tourism now in order to regain lost business by the year 2023. This is not a quick rebound. Even if a vaccine is approved and distributed in major markets across the globe, it will take time for the wheels to start turning again. People have to individually want to travel again—not desire. But making travel a priority when they’re concerned with getting back to work and replenishing their savings is also going to take time. The pandemic has taken a toll on our industry, but we do have the power to rebuild it better than before.

Rick’s Op-Ed: Vancouver Sun
Website:
- http://www.rickantonson.com/
- www.cathedralthinking.com
LinkedIn: https://www.linkedin.com/in/rickantonson/
Facebook: https://www.facebook.com/rickantonsonauthor/
Twitter: @inkroadsrick

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Living in Southern Africa for 12 years, Thomas has 20 years of experience in the Hospitality and Tourism sector while working for brands like TUI and Thomas Cook in 8 countries and cultures. His focus on digital marketing and distribution, the turnaround of Hospitality and Tourism businesses, and the opening of Hotels has made him a Digital Native Hospitality and Tourism professional. Before that, he started his career with the largest commercial company, METRO, in Europe and IBM, where he evolved his career in IT, software development, and systems integration. It is this combined commercial, IT, Digital, and Hospitality and Tourism experience that created the holistic approach of Rainmaker Digital.

Destination on the Left is joined by Thomas Mueller, the founder and CEO of Rainmaker Digital. Rainmaker is a social enterprise with a clear target to keep more tourism spend in destinations through the democratization of technology. On our podcast, Thomas joins us to talk about how his company is helping clients keep more of the tourism spend in their destinations by disrupting the digital value chain. He shares his take on why Coronavirus is the biggest opportunity of our lifetime, and he also talks about sustainable tourism from an economic perspective.

What You Will Learn in This Episode: * Thomas’ journey into the travel and tourism industry * Why there were such profound skills gaps in small and mid-sized hospitality businesses during the digital transformation of travel and tourism * Thomas Mueller’s 5 Stages of Success, and how destinations are using it to transform their travel ecosystems in South Africa * How Rainmaker is eliminating the complexities of the digital revolution in hospitality * Why Coronavirus is the biggest opportunity of our lifetime in travel and tourism * How the role of DNCs will change as a result of COVID * How Thomas has seen creativity used throughout the pandemic * Why economic sustainability is as critical as environmental and social sustainability in the travel and tourism industry

Rainmaker Digital Thomas Mueller is the founder and CEO of Rainmaker Digital, a social enterprise with a clear target to keep more tourism spend in destinations through the democratization of technology. This technology enables destinations and their hospitality and tourism businesses to take back control of their visibility, digital presence, reputation, communication, and distribution. On our podcast, Thomas joins us to talk about how his company is helping clients keep more of the tourism spend in their destinations by disrupting the digital value chain. He shares his take on why Coronavirus is the biggest opportunity of our lifetime, and he also talks about sustainable tourism from an economic perspective.

Adapting to the Digital Market Thomas brings so many different viewpoints to the table because he has worked with teams in almost every corner of the travel and tourism industry. He experienced the digital transformation in real-time, and he helped businesses thrive by staying in front of the rapid changes. But during this process, he discovered massive skills gaps in small and medium-sized businesses who were struggling to adapt to the digital market. All of the various roles were siloed and cut-off from the core business, so they failed to communicate with each other and couldn’t deliver what the customer wanted. Thomas used the 5-Stages of Success to guide these teams to a more holistic approach to destination marketing.

A Holistic Managed Service The five stages are streaming, planning, booking, experiencing, and sharing, and Thomas Mueller made it available as a holistic managed service. All of the stages became integrated and interdependent on one another, which allowed them to perform at a much higher level. Then, because it is a managed service, hospitality businesses can easily overcome the skills gaps. With the responsibility in Rainmaker’s hands, the clients can focus on what they do best; making customers happy. Rainmaker makes sure there are customers coming through the doors without any complexity or technical challenges.

Website: www.rainmaker.travel
LinkedIn:
- https://www.linkedin.com/in/thmnam/
- https://www.linkedin.com/company/rainmakerdigital/
Facebook: https://www.facebook.com/rainmakerafrica
Twitter: @RainmakerAfrika

Keep More Tourism Spend in Destinations for Sustainable Tourism Development | getenabled@rainmaker.travel

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James is Partner and Co-founder of Rove Marketing, a leading tourism data, analytics, and consulting firm. They are focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth.

He brings over 20 years of strategic knowledge in CRM, customer experience management, data and analytics, branding, and digital marketing strategy.

Destination on the Left is joined by James Sauter, a partner and co-founder of Rove Marketing. Rove is a leading tourism data, analytics, and consulting firm focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. On our podcast, James talks about how destinations are using mobile location data to inform their early recovery plans, how residents sentiment data can help with recovery and rebuilding and how collaboration will fuel the future of tourism.

What You Will Learn in This Episode: * James’ vision with Rove and the services they offer * The two areas in which Rove works with tourism organizations to help them utilize data * How Rove has used data to help tourism organizations navigate the pandemic * The tourism dashboards Rove is building all over the world, and how they work * How Rove is tracking resident sentiment to support destinations and drive tourism traffic * How mobile location data and other sources are being used creatively to help destinations recover * What role data will play in transforming destinations to fit the “new normal” * How this data collection and analysis process will eventually be able to span multiple destinations and entire regions

Rove Marketing James Sauter is a partner and co-founder of Rove Marketing. Rove is a leading tourism data, analytics, and consulting firm focused on helping tourism organizations become more data-driven, so they are better positioned to navigate change, maximize travel visitation, and ultimately drive revenue growth. On our podcast, James talks about how destinations are using mobile location data to inform their early recovery plans, how residents sentiment data can help with recovery and rebuilding and how collaboration will fuel the future of tourism. He explains how we can better use data to plan for the future during these uncertain times.

The Power of Data Collection Before COVID, everything pointed to massive growth in the tourism industry. It was a major opportunity for Rove to get in on the ground floor and help tourism organizations make better decisions by leveraging data technology and their insights. They accomplish this by providing full-service consulting and data collection services under one roof. And data collection is more important now than ever. It has played a huge role in understanding what is happening in the travel industry as consumer trends/government regulations change. Using that information, DMOs can plan the best course of action and pivot as needed.

How to Use the Data You Collect One of the areas where James’ team found its stride was with mobile location data. As we work through this fragmented reopening process, it is important to know where people are, where they’re visiting within a location, how long they’re staying, and their demographic. This can help destinations drastically during the early stages of recovery. They are also using creativity to leverage data in other ways, such as sourcing rating and review information. Rove can pull all of the reviews for restaurants, hotels, attractions, etc. and put them into a scale to track performance. Obviously, when COVID hit, there was a dip in data for this tool, but everything is proving extremely valuable as tourism reopens.

Website: www.rovemarketing.ca
LinkedIn:
- https://www.linkedin.com/in/jamessauter/
- https://www.linkedin.com/company/rove-marketing/
Email: james.sauter@rovemarketing.ca

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In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times.

What You Will Learn in This Episode: * How to assume a solutions-oriented, forward-thinking mindset during this challenging pandemic * The meeting agenda we use for our team strategy meeting * How to implement the processes from Gino Wickman’s “Traction” in your own organization * The benefits of performing a SWOT analysis to generate forward-focused questions that guide your team’s discussion * How to use Traction’s IDS process to solve unique business problems that arose during your strategy meeting * How to create a forward-focused gameplan and define every team member’s role so you can execute with maximum efficiency

Working Together to Plan for the Future In Destination on the Left’s solocast episode, we share the process that our team recently developed to reset our forward-thinking mindset. We found that when you challenge yourself and your team to move past the perceived limitation of uncertainty and stay focused on the future, many opportunities will appear. This solocast is an opportunity to discuss our company’s experience and the tools we used to get back on track during the pandemic’s challenging times.

Strategic Meeting One of the first pieces of our process is the meeting strategy. Using techniques from Gino Wickman’s book Traction, we run through financials, new projects, accomplishments, upcoming projects, and our current business plan that was updated in May. Our business plan depicts the Traction model, which includes our core values, mission, vision, marketing strategy, and 3-year picture. This segues into a SWOT analysis (strengths, weaknesses, opportunities, and threats). From there, we move to forward-focused questions segment about our team and performance as an organization. Then, we used those questions to identify goals that will carry us through the end of the year and into 2021.

Identify and Solve Your Issues The IDS format is another Traction piece that we have used to maintain a forward-thinking mindset. With this method, you first identify the problem you want to solve, then collect feedback from your team, and work together to figure out the best solution. In our case, it was whether or not to renew our lease given the current circumstances of COVID-19. We weighed the pros and cons of working from home, and the IDS process prevented us from talking in circles so we could reach a solution. Once everyone on your team understands the gameplan and knows their role in how you’re going to move forward, you will build momentum extremely fast.

Email: nicole@breaktheicemedia.com
Website: https://breaktheicemedia.com/
Twitter: @Break_TheIce
Facebook: @BreakTheIceMedia

Additional Resources:

Strategy Meeting Agenda
Book: Traction by Gino Wickman
SWOT Analysis Worksheet
Pros and Cons of WFH

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Sanger is the leading ambassador and advocate for museums in New York. She produces programs that promote best practices and deepen connections with members and constituents. She seeks new programs and funding opportunities for museums and the organization; maintains and develops relationships with stakeholders including museum professionals, industry partners, state and federal funding agencies, private foundations, local, state, regional, and federal government officials, and leaders of peer institutions and arts organizations. Created a state-wide partnership with Smithsonian Institutions Museum on Main Street Program. Doubled organizational membership and income. Instrumental in legislative initiatives to secure new state funding sources for museums.

Destination on the Left is joined again by Erika Sanger, Executive Director of the Museum Association of New York State! She made her first appearance on Episode #25, where we talked about the role of museums in New York State’s tourism and economic development. But a lot has changed since then. On our podcast, Erika discusses the different ways museums continue to innovate and change to meet visitor needs during the pandemic. From online and virtual programming to redefining the physical spaces, this part of our industry is doing everything possible to adapt.

What You Will Learn in This Episode: * Erika’s role as the Executive Director of the Museum Association of New York State * How the changes Erika’s organization has made over the last several years prepared them to pivot during the pandemic * How Erika has helped and supported other members of her industry throughout the pandemic * Which parts of the museum have taken the largest hit from the pandemic, and how that will impact them moving forward * The silver linings to the global pandemic and its impact on museums * How museums have leveraged different platforms to create a profound virtual experience for visitors to enjoy at home

The Museum Association of New York State Erika Sanger is the Executive Director of the Museum Association of New York State. She made her first appearance on Episode #25, where we talked about the role of museums in New York State’s tourism and economic development. But a lot has changed since then. On our podcast, Erika discusses the different ways museums continue to innovate and change to meet visitor needs during the pandemic. From online and virtual programming to redefining the physical spaces, this part of our industry is doing everything possible to adapt.

Stretched Thin, But Still Fighting It has been nearly six months since the global pandemic shut down our world economy, closed borders, and brought the travel industry to a complete standstill. We are doing everything in our power to keep up, and the levels of creativity and collaboration in the travel industry are evolving at an unprecedented rate. As the world slowly re-opens under limited circumstances, associations like the Museum Association of New York State are leading the charge, helping the struggling industry stay afloat and build momentum.

The Post-COVID Museum Experience All of this change and adaptation begs the question, what will the post-COVID museum experience and landscape actually look like? With such a massive economic hit, many of the client-facing positions of the industry have been eliminated. We have lost so many future leaders of their respective fields, and the only thing museums can do is hope for more support and continue to be resilient. Increased social media presence, data collection, and a general pivot to virtual was the ultimate savior of museums at this time. They are creating the virtual mirror of the museum experience as we know it, and it has seen great success.

Website: www.nysmuseums.org
LinkedIn:
- https://www.linkedin.com/in/erika-sanger-7b8202a/
- https://www.linkedin.com/company/museum-association-of-new-york
Facebook: https://www.facebook.com/nysmuseums
Twitter:
- @erika3791
- @nysmuseums

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Kate Scopetti is living a full life revolving around a passion for travel, plus an exceptional ability to develop super creative and truly unique experiences, naturally led to the creation of the categorically successful Mid Atlantic Receptive Services, (MARS) and its subsidiaries: Go Performing, Go Student Tours, Go Sports Tours, and SoccerTours.net.

Destination on the Left is joined by Kate Scopetti, President and owner of MARS & Companies (Mid-Atlantic Receptive Services). On our podcast, Kate joins us to talk about the group travel industry, the work her organization is doing to prepare for recovery, and why collaborations are more important than ever. She explains her philosophy of “opening our minds to where the opportunities lie,” and talks about how that philosophy is applied in her own businesses.

What You Will Learn in This Episode: * Kate’s background and her journey into the travel and tourism industry * The evolution of MARS & Companies since its inception * What MARS & Companies is doing to prepare for recovery after the pandemic * How MARS & Companies transformed into a true wholesaler * How Kate has used creativity to help MARS stand out from the crowd * The different strains of collaboration in the group travel industry * Why collaboration is more important than ever in the group travel industry * Kate’s philosophy of “opening our minds to where the opportunities lie,” and how that philosophy is applied in her own businesses * How the group travel industry has been affected by the global pandemic

MARS & Companies Kate Scopetti is the President and owner of MARS & Companies (Mid Atlantic Receptive Services). With a full life revolving around a passion for travel, Kate has developed an exceptional ability to craft extremely creative and truly unique experiences that led to the formation of MARS and its subsidiaries. On our podcast, Kate joins us to talk about the group travel industry, the work her organization is doing to prepare for recovery, and why collaborations are more important than ever. She explains her philosophy of “opening our minds to where the opportunities lie,” and talks about how that philosophy is applied in her own businesses.

Transforming into a True Wholesaler MARS & Companies initially started as a receptive company in the Mid Atlantic Region. They developed a substantial following in the DC area as the go-to experts for tour operators and other agents in the area. They worked collaboratively with this regional network of tourism professionals to connect different types of clients with different types of products throughout the year. And from there, they transformed into a true wholesaler. MARS & Companies now offer products around the world, and they still have a significant amount of clients that were with them from the beginning.

Creativity in the Group Travel industry Collaboration has enabled Kate to build a powerful foundation and client base, but the use of creativity really helped MARS & Companies stand out from the pack. Kate and her team use creativity to build unique, custom strategies for their clients based on the specific needs and goals of each one. As a wholesaler, they can help their clients grow by expanding their product offerings without adding a significant amount of labor. Using creativity during these difficult times is only going to yield new solutions that will become part of your product line when things pick up again. As we make our way out of this pandemic, that is important to remember.

Website: www.takeafuntrip.com
LinkedIn:
- https://www.linkedin.com/in/kate-scopetti-5126b516/
- https://www.linkedin.com/company/mid-atlantic-receptive-services/about/
Facebook:
- https://www.facebook.com/MidAtlanticReceptiveServices
- https://www.facebook.com/GoPerforming
- https://www.facebook.com/GoStudentTours
- https://www.facebook.com/SoccerTours.net
Twitter: @takeafuntrip

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Kathy Casstevens is the Marketing Director at Starved Rock Lodge. She is also a photographer, tourism professional, and lover of nature. Kathy launched GnatTravel a year ago to promote travel in a different way. She is also the chair of the LaSalle County Tourism coalition.

Destination on the Left is joined by Kathy Casstevens, the Marketing Director at Starved Rock Lodge. During our conversation, Kathy shares her journey into destination marketing and talks about how she has used creativity and collaboration to market Starved Rock Lodge on a shoestring budget. She provides a bunch of tips and insider hacks for marketing that will drive results at any destination, and she walks us through the content strategy that helped bring over two million visitors through Starved Rock last year.

What You Will Learn in This Episode: * Kathy’s journey into destination marketing with Starved Rock Lodge * How Kathy has used creativity and collaboration to highlight Starved Rock’s unique features and make it stand out from the crowd * How Kathy leverages digital photography to drive visitor traffic at Starved Rock * Different platforms Kathy is using to share Starved Rock’s massive digital photo library * Systems and processes Kathy has in place to manage her content strategy * How Kathy has been communicating with the press during lockdown * Different collaborations that have helped Starved Rock Lodge grow its visitor base

Starved Rock Lodge Kathy Casstevens is the Marketing Director at Starved Rock Lodge in Utica, IL. She joins Destination on the left to share her journey into destination marketing and talk about how she has used creativity and collaboration to market Starved Rock Lodge on a shoestring budget. During our conversation, Kathy provides a bunch of tips and insider hacks for marketing that will drive results at any destination. She walks us through the content strategy that helped bring over two million visitors through Starved Rock last year, and she discusses some of the exciting projects on the horizon that aim to generate even more traffic next year.

What Makes You Unique? Starved Rock Lodge is nestled in the heart of Starved Rock State Park in North-Central Illinois. It is such a unique place because it completely disrupts the rolling meadows and cornfields with 18 glacier-cut canyons, seasonal waterfalls, and unbelievable views. The actual lodge sits atop an 80 ft bluff overlooking Starved Rock on the Illinois River. And as you can imagine, there is a lot of material to work with in designing a marketing campaign that sets Starved Rock apart from the pack. Last year, they had over two million visitors come through their destination, and as travel and tourism start to pick back up, they plan to do more. Photography is one of the primary tools Kathy will use to accomplish that goal.

Build Your Content Library When Kathy started working at Starved Rock Lodge, they literally had ONE digital photo. Now, they have a digital library of hundreds of thousands. With such an unusual landscape in an unsuspecting geographic area, being able to show prospective travelers what makes it unique is vital to their marketing efforts. Over the years, Kathy has expanded the range of platforms Starved Rock uses to promote it’s massive digital photo library, and she is able to reach a significantly greater audience through apps like tik tok, Instagram, and a handful of others. Staying organized is a challenge in and of itself, but if you can build a massive content library of your own, there is so much you can do with it at any given time.

Website: https://www.starvedrocklodge.com/
LinkedIn:
- https://www.linkedin.com/in/kathy-casstevens-4789497/
- https://www.linkedin.com/company/starved-rock-lodge-and-conference-center/
Facebook: https://www.facebook.com/starvedrocklodge
Twitter:
- @StarvedRockLdge
- @kcstarvedrock

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Rachel Laber Pulvino is a Rochester native who has the privilege of promoting her hometown on a daily basis as the Director of Public Relations and Communications for Visit Rochester. In this role, Rachel is regularly reaching out to regional, national, and international media to share Rochester’s story, and help media and visitors alike discover the activities and attractions that make Rochester an ideal destination. Raised in Rochester, Rachel attended SUNY Geneseo, where she earned a B.A. in Communication and continued on to the S.I. Newhouse School of Public Communications, Syracuse University for graduate school, where she earned an M.S. in Public Relations. Rachel is an active member of the Public Relations Society of America, Rochester Chapter, currently serving on the board, while also volunteering on the programming and PRism award committees. Rachel also volunteers her time for the SUNY Geneseo Alumni Association Board of Directors as well as Big Brothers Big Sisters Greater Rochester. Rachel is a proud resident of the City of Rochester where she resides with her husband, Rich Pulvino. When she’s not playing tour guide to visiting travel writers on the weekend, you can find Rachel visiting wineries in the Finger Lakes, at arts and cultural performance, or at Wegmans.

Destination on the Left is joined by Rachel Laber, the Director of Market Communications and Public Relations for Visit Rochester. She joins Destination on the Left again to talk about what the Visit Rochester team is doing to support their tourism industry partners through the pandemic. Rachel originally appeared on Episode #57, where we talked about driving tourism in Rochester, NY through creativity and collaboration. She is here to expand on that and talk about the different programs and response measures her team has taken over the past four months.

What You Will Learn in This Episode: * How Visit Rochester pivoted to help the community respond to the pandemic * The development of Visit Rochester’s digital content strategy for the local market * The ROC acronym and how Visit Rochester has used it to navigate the pandemic * How Visit Rochester began to create new programs after learning that the pandemic was going to be a long-fought battle * What Visit Rochester did to help local businesses in the community thrive during the reopening phase * How the ROC Ready Promise is providing a sense of safety to visitors in the reopening phase * The creation and execution of Visit Rochester’s Rediscover Rochester campaign

A Lifeline for the Community Rachel Laber is the Director of Market Communications and Public Relations for Visit Rochester. She joins Destination on the Left again to talk about what the Visit Rochester team is doing to support their tourism industry partners through the pandemic. Rachel originally appeared on Episode #57, where we talked about driving tourism in Rochester, NY through creativity and collaboration. She is here to expand on that and talk about the different programs and response measures her team has taken over the past four months. From the initial lockdown to the reopening phase, Visit Rochester has remained nimble throughout. This is a look into the challenges they faced during quarantine, and how they overcame them to continue supporting the industry.

Visit Rochester’s Massive Pivot When the stay-at-home order first went into effect back in March, Rachel and her team had to act swiftly. They began meeting and ideating daily to try and plan for what might be coming down the pipeline, and fight or flight took over. Instead of burying their heads in the sand, Rachel and her team approached the problem as realists, identifying what challenges were on the horizon, and what they could do to support their stakeholders at that moment. Visit Rochester pivoted right away, and within 24 hours, they shifted their efforts from marketing Rochester to outsiders to speaking directly to their local audience.

Knowledge is Power Visit Rochester dedicated itself to promoting local businesses. They helped organize and roll out virtual events that their attraction partners were putting together. And ultimately, they became a conduit of information. Rachel and her team were fiercely on top of all developments in government regulation and response, and they made sure their partners were informed so they could plan their next moves accordingly. It inspired a powerful digital content strategy that is still driving traffic for all of their partners today, and it took the organization’s creative and collaborative function to an entirely new level.

Launch of Rediscover Rochester campaign: http://www.visitrochester.com/rochester-rising/
Website: http://www.visitrochester.com/
LinkedIn:
- https://www.linkedin.com/in/rachellaber/
- https://www.linkedin.com/company/visitrochester/
Facebook: Facebook.com/VisitRochester
Twitter:
- @rachellaber
- @VisitRochester

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Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. He was hired in 2011 as the Graphics Design Manager to handle the botanical brand management. Since then, Curt has worked his way up, earning a certificate in Not For Profit management. In 2015, he had the opportunity to take on his current role. Curt sits on many boards and committees related to tourism, such as the Heritage Corridor CVB, LaSalle County Tourism Coalition, the Looking For Lincoln/ Abraham Lincoln National Heritage Area, and the Ottawa History and Scouting Heritage Museum. Curt has always lived in the Ottawa Area, and he loves history and traveling so this seemed like a natural fit.

Destination on the Left is joined by Curt Bedei, the Executive Director for the Ottawa Visitors Center in Ottawa, IL. On our podcast, Curt shares his journey into travel and tourism and talks about the creativity and collaborative efforts OVC has made to help their destination thrive. Learn about Ottawa’s community-driven approach branding, and find out how they are responding to the difficult challenges brought forth by 2020.

What You Will Learn in This Episode: * Curt’s journey into travel and tourism in Ottawa, IL * Curt’s advice to anyone who is graduating or just getting into travel and tourism during these difficult times * How the OVC has been able to make Ottawa, IL stand out from the crowd * How Curt and his team have used creativity and collaboration to help tourism thrive in Ottawa * What Curt and his team did to develop the botanical brand for Ottawa, IL * How Curt and his team engaged the city and community in their rebranding process * How the OVC has responded to the new challenges posed by 2020 * What Curt’s team is doing to drive traffic to the outdoor attractions when a lot of other stuff is closed * New projects in the works at OVC for 2020 and 2021

Ottawa Visitors Center Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. During his conversation with host Nicole Mahoney, Curt explains how Ottawa lives out its botanical brand. He talks about the discovery process for identifying what truly makes Ottawa stand out from the pack. And as a community, they have focused on developing an experience to live out the brand promise. Curt joins Destination on the Left to talk about how the Ottawa community has responded to the difficult challenges of 2020. He also dives into the regional collaboration that brought a national television program to their destination, which is still paying dividends today.

Stay the Path Like many of the guests on Destination on the Left, Curt sort of stumbled into tourism. However, he quickly discovered that it was his calling, and since 2015, he hasn’t looked back. Curt has had an inspirational career as the Executive Director. But before he ever started climbing the ranks, Curt had no idea where he would end up. He was a graduate of the Great Recession; a position similar to what many budding travel and tourism professionals are facing today. But because of that, Curt is no stranger to difficult times in this industry. He stresses the importance of staying your path and pushing forward no matter what because you can’t plan for the opportunities that this industry will bring. You just have to be ready to capitalize on them when they arise and let nothing else get in your way.

Rebranding Ottawa Curt’s relentless determination is one of the main reasons the Ottawa Visitors Center has experienced such great success since he took the helm. When he joined the team at the Ottawa Visitors Center, they were looking to rebrand in order to stand out from the crowd and lift the community up. Curt and his team used creativity and collaboration to make that happen. They came up with the botanical brand in 2012, which focused heavily on developing gardens, art, and culture in the community. They revitalized the downtown area and did everything in their power to create a greater sense of pride in the community. This was all accomplished in collaboration with the city and the community itself—and the high level of support that was generated through this focus on engagement produced astonishing results.

Website: www.pickusottawail.com
LinkedIn:
- https://www.linkedin.com/in/curt-bedei-nfpc-a5973915/
- https://www.linkedin.com/company/ottawa-visitors-center-inc/about/
Facebook: https://www.facebook.com/OttawaVisitorsCenter/
LinkedIn: https://twitter.com/pickusottawail

LIVE EVENT: The Ottawa Visitors Center is hosting a virtual experience with Abraham Lincoln on August 12th at 7 pm. The live, online performance will combine period music with conversation and narrative by President Lincoln, using Lincoln’s own words, while illuminating Lincoln’s use of communication as a personal and political tool. This engaging show features Lincoln impersonator George Buss, and Illinois folk musician and folklorist Chris Vallillo. The performance will be followed by a Q & A with Buss and Vallillo. More information can be found on their website.

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For Destination on the Left’s solocast episode, I want to talk to you about virtual events. Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events, what a virtual event is, and how to host your own virtual event. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event.

What You Will Learn in This Episode: * Why you should consider virtual events for your business * What virtual events are and how they are structured * The different types of virtual events * How to host a virtual event, and the technology behind it * How to determine what type of virtual event is best aligned with your organization’s goals * The benefits and drawbacks of using the video feature in virtual events * The best digital platforms you can use to conduct your virtual events * Live content vs. prerecorded * How to incorporate interactive elements into your virtual event

Are Virtual Events Right for Your Business? For Destination on the Left’s solocast episode, I want to talk to you about virtual events, Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events in the first place. Then, we look at what a virtual event actually is, and how to host your own virtual event from a technological perspective. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event. This is a huge opportunity for all types of businesses, and it will provide you with tons of useful skills and content as business resumes.

Virtual is Here to Stay There is a lot of skepticism around virtual events. Businesses aren’t quite convinced of their longevity, engagement, and trackability. But the reality is that virtual events are here to stay. As hybrid events become the norm, there will be tons of new audiences to reach in new ways. Virtual events provide a one-on-one, intimate meeting style where buyers and sellers can plan for the future. In group settings, more people can participate in virtual events due to lower costs and lack of travel requirements. On top of that, all of the digital assets created for virtual events can be leveraged over and over again as time moves on. You can build on what you have, and repurpose content to build a robust resources library that will continue to generate business down the road.

Working with Strategic Partners From virtual summits and conferences to consumer activations and award ceremonies, there are a bunch of different types of virtual events that your business can host. Depending on your organization’s goals, resources, and timeline, some virtual events are much more effective than others. Marketing agencies are in the best position to help you select the best option and put it together because they utilize content development and digital marketing strategies on a daily basis. Even if you don’t have most of the skills needed to develop a virtual event in-house. It is easy to collaborate with a strategic partner and create something memorable. Virtual events are a great way to build momentum as lockdowns are lifted, so I highly recommend incorporating one into your 2020 marketing strategy.

Email: nicole@breaktheicemedia.com
Website: www.destinationontheleft.com/summit
Website: https://breaktheicemedia.com/
Twitter: @Break_TheIce
Facebook: @BreakTheIceMedia

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JoAnna Haugen is a seasoned writer, speaker, and founder of Rooted, a solutions-storytelling platform. Her work has been published in more than 60 print and online publications, including Fast Company, Popular Science, Mongabay, BBC, and CNN. Her time as a returned Peace Corps volunteer, commercial travel writer, intrepid world traveler, international election observer, and American expatriate informed the establishment of Rooted, a storytelling platform at the intersection of sustainable travel, environmental conservation, and community-focused advocacy efforts. Rooted’s mission is to responsibly document, support, celebrate, and share sustainable travel initiatives that put communities first and to help others do the same. Learn more about JoAnna’s background here: https://www.joannahaugen.com/about/

Destination on the Left is joined by JoAnna Haugen, the founder of Rooted, a solutions storytelling platform. On our podcast, JoAnna and I have an amazing conversation about using the diverse voices of a local community to help tell that destination’s story. JoAnna talks about how the world is a messy place, and she shares her thoughts around embracing the messiness to develop a greater sense of authenticity. Learn how JoAnna uses authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic.

What You Will Learn in This Episode: * JoAnna’s journey into the travel and tourism industry * Why JoAnna was inspired to combat the damage caused by travel writing by creating her own storytelling platform * How Rooted is helping destinations thrive * Rooted’s three target audiences, and how the platform brings them together as a cohesive force * How JoAnna is using her platform to promote responsible travel communication and sustainable travel * How JoAnna’s experiences in Kenya shaped her entire perspective of the travel and tourism industry * JoAnna’s perspective on what destinations should be doing to stand out from the crowd * How destinations can embrace the diverse voices of their communities * Different ways destinations are using authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic * Projects that JoAnna will be introducing in the near future * Best practices from JoAnna’s Collaboration in Crisis Guide

The Power of Storytelling in Travel and Tourism JoAnna Haugen is the founder of Rooted, a solutions storytelling platform seated at the intersection of sustainable travel, environmental conservation, and community-based advocacy efforts. On our podcast, JoAnna and I have an amazing conversation about using the diverse voices of a local community to help tell that destination’s story. JoAnna talks about how the world is a messy place, and she shares her thoughts around embracing the messiness to develop a greater sense of authenticity. Learn how JoAnna uses authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic.

Local Solutions with a Global Impact JoAnna says that “local solutions can have a global impact,” and that nugget inspired her to look for ways to combat the damage and destruction that travel writing has on the destinations we travel to and the people we meet while we’re there. It culminated in the creation of her storytelling platform “Rooted,” which aims to responsibly document, support, celebrate, and share sustainable travel initiatives that put communities first and help others do the same. We need to communicate about people, places, and the planet in a way that can activate impactful change. To accomplish this, JoAnna focuses on three specific audiences: travel service providers, representatives for local travel initiatives, and content creators.

Responsible, Sustainable Travel and Tourism Many of us travel to certain places because the people there have shaped the destination as we know it. At the end of the day, JoAnna’s goal is to lift up local people, enterprises, and communities to highlight the work they’re doing and create vibrant destinations. That is what drives Rooted’s initiative to amplify everything being done on the local level. And in the midst of this global pandemic, we have an opportunity to tell an even greater story. If we want to maintain a sustainable travel and tourism industry moving forward, we need to do so in a way that lifts destinations up and paints them as something more than a pretty backdrop.

Rooted’s bi-weekly newsletter: https://www.joannahaugen.com/rooted/
Website: https://www.joannahaugen.com/rooted/
LinkedIn: https://www.linkedin.com/in/joannahaugen/
Twitter: @joanna_haugen

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There’s a southern accent, where Courtney Kasper comes from. She is a Sweet Home Alabama native, Florida State and Syracuse University graduate, and a Poodle person. Courtney is the current Equal Rights Heritage Center Visitor Experience Manager. She is a former associate publisher of Today’s Central New York Woman, and a journalist with work featured in Time Out New York and Dance Magazine. Courtney is a direct descendant of Revolutionary heroine Nancy Morgan Hart, otherwise known as War Woman.

Destination on the Left is joined by Courtney Kasper, the Visitor Experience Manager at the Equal Rights Heritage Center in Auburn, New York. On our podcast, Courtney and I have an amazing conversation where she shares her approach to “being patient where you are with your place in life.” We talk about the vast amount of ways that idea ties into her current work and the state of crisis we are currently experiencing. She walks us through the process she used to create a powerful brand identity for the building she was hired to manage. She also discusses the many collaborations and creative breakthroughs that enabled her organization to successfully navigate the challenges of the pandemic.

What You Will Learn in This Episode: * The purpose behind the welcome center and how it ties into Courtney’s backstory * The collaborative nature of the City of Auburn Historic and Cultural Sites Commission * How Courtney has used creativity to help Auburn stand out from other destinations in the area * How Courtney overcame the challenge of developing the welcome center’s brand identity while preserving its history * Different ways that Courtney has used creativity to navigate the pandemic * What it means to “be patient where you are with your place in life” and how it relates to the work Courtney is doing now

The Equal Rights Heritage Center Courtney Kasper is the Visitor Experience Manager at the Equal Rights Heritage Center in Auburn, New York. On our podcast, Courtney and I have an amazing conversation where she shares her approach to “being patient where you are with your place in life.” We talk about the vast amount of ways that idea ties into her current work and the state of crisis we are currently experiencing. She walks us through the process she used to create a powerful brand identity for the building she was hired to manage. She also discusses the many collaborations and creative breakthroughs that enabled her organization to successfully navigate the challenges of the pandemic.

More Than a Welcome Center The Equal Rights Heritage Center is unique because it is technically the official welcome center for the city of Auburn, New York. It is the headquarters for the City of Auburn Historic and Cultural Sites Commission, which was started to create a round table for all of the different site directors so they could create strategies to boost tourism in Auburn together. With exhibits like “Seeing Equal Rights in NYS,” however, it is so much more than a welcome center. They are trying to promote tourism, but more importantly, they are trying to tell Auburn’s story and the stories of the amazing people who made Auburn what it is today.

Creating a New Brand Identity The collaboration between all of the historic and cultural sites has yielded great results for the City of Auburn. But creativity is what really helped the destination stand out from the pack. The Equal Rights Heritage Center has so many things under one roof, so Courtney had to develop a brand identity that captured the right amount of everything. Through the Market New York program, Courtney was able to work with an agency to create a powerful campaign highlighting the unique welcome center building and its equal rights exhibit. They built out content to highlight the unique backstory of the building, and they designed events to celebrate other aspects of Auburn as well. It was a difficult challenge, but Courtney was able to reinvent the welcome center’s brand while preserving its history.

National Susan B. Anthony House and Museum Votercade 2020 location on Saturday, June 13; Downtown Auburn Saturday Market June 20 – September 5; Auburn, NY
Website: visitauburnny.com
LinkedIn: https://www.linkedin.com/in/courtneykasper/
Facebook: https://www.facebook.com/equalrightsheritage/
Twitter: @NYSERHC

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Adam Stoker has been in marketing now since 2007. In 2012, he got his first experience in marketing for tourism destinations. From that point forward, he knew he had found his passion. Since then, Adam has worked with destinations across the country to improve their marketing, branding, and use of technology.

He is the President and CEO of an advertising agency focused on marketing for tourism destinations. It’s called Relic, and it’s in Provo, Utah.

Adam started the Destination Marketing Podcast in May of 2019. After having so many amazing guests come on the show and share their knowledge, he realized he needed to curate all of that content into a book. This is his first time doing something like that and he’s really proud of it.

Adam’s hope is to release a new edition every year, as the industry is always changing.

He is a father of four and married to the girl of his dreams. Without their support, this never would have been possible. Adam lives in Salem, Utah.

Destination on the Left is joined by Adam Stoker, the President and CEO of Relic, an advertising agency in Provo, Utah that specializes in destination marketing. On our podcast, Adam talks about the impact that the COVID-19 pandemic has had on the tourism industry as a whole. He shares examples of creative marketing that has helped destinations stand out at this time. And he also explains what destination marketers can do to reach the right audiences at the right time during reopening travel.

What You Will Learn in This Episode: * Adam’s journey into travel and tourism * How starting his career during the Great Recession prepared him to deal with the COVID-crisis * Brands that have done an amazing job using creativity and collaboration to stand out from the crowd * The impact of crisis on creativity in the world of destination marketing * How Adam’s agency has used creativity to overcome recent challenges * How Adam helped his clients navigate the unique obstacles presented by the pandemic * What Adam’s team came up with to help clients stay top of mind in a socially responsible way * How Relic approached its clients’ recovery campaigns * How to access Adam’s worksheet to create a plan and implement the changes

Marketing for Post-Lockdown Travel Adam Stoker is the President and CEO of Relic, an advertising agency in Provo, Utah that specializes in destination marketing. He is also the host of the Destination Marketing Podcast, where he interviews industry experts from a wide range of tourism focuses. On our podcast, Adam joins us to talk about the impact that the COVID-19 pandemic has had on the tourism industry as a whole. He shares examples of creative marketing that has helped destinations stand out during this crisis. And he also explains what destination marketers can do to reach the right audiences at the right time in the reopening travel market.

A Resurgence of Creativity There is a whole generation of people in the destination marketing industry that has not lived through a crisis. Adam’s journey into the travel and tourism industry started at the beginning of the great recession, and it ended up being a blessing in disguise. Learning how to navigate a crisis is going to benefit you for the rest of your career because challenges will continue to arise. Ten years of sustainable growth has devalued creativity in the travel and tourism industry, but this crisis has forced brands to find new ways to stand out from the crowd. DMOs generally operate within a small geographic area with similar features to their competitors, so it is important to move past the first idea at the brainstorming session. From Oregon’s animated campaign to Nebraska’s “Nebraska is Not for Everyone” campaign, there is a lot of good stuff out there right now.

Backs Against the Wall Times of crisis produce some of the greatest challenges DMOs will ever have to overcome. But when our backs are against the wall, we inevitably do some of our very best work. Since every single one of Adam’s clients was facing similar struggles as a result of the pandemic, the first thing on the agenda was to create temporary destination messages to keep them top of mind. The next step was to help clients create their recovery campaigns, which for many of them would be the difference between having a job or not having a job when everything is all said and done. Adam’s team produced some of the greatest work they have ever done during that time, and it will have a significant impact on their clients moving forward.

Adam’s Book: https://www.amazon.com/dp/B0866BMCNH/
Destination Marketing Podcast: https://www.relicagency.com/content
Website: https://www.relicagency.com/
LinkedIn:
- https://www.linkedin.com/in/adamstoker/
- https://www.linkedin.com/company/relic-advertising/
Facebook: https://www.facebook.com/RelicAdvertising/

Touchpoints: A Destination Marketer's Guide To Brand Evaluation And Enhancement

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Colleen Siuzdak is the Manager of VISIT Staten Island, a campaign run out of the Staten Island Borough President James Oddo’s Office of Tourism and Cultural Affairs. This office, created in June 2017, invites visitors to explore the borough’s many parks and cultural attractions, while encouraging residents to explore their own backyard. Start your journey to Staten Island on the free Staten Island Ferry and see the many offerings of the Unexpected Borough!

Jennifer Sammartino is a former journalist and experienced communications professional with a particular interest in serving the community. She’s fresh off serving as the first-ever Director of Tourism and Cultural Affairs for the Office of the Staten Island Borough President. And she is ecstatic to take on new challenges as Deputy Chief of Staff.

Destination on the Left is joined by Colleen Siuzdak and Jennifer Sammartino from the Staten Island Office of Tourism and Cultural Affairs. During our conversation, Colleen, Jennifer, and I discuss the different ways VISIT Staten Island entices visitors to explore the Unexpected Borough. We talk about the challenges of marketing a destination so close to Manhattan, and the creative ways in which VISIT Staten Island has collaborated to boost tourism!

What You Will Learn in This Episode: * Colleen and Jennifer’s journey into the travel and tourism industry * How the free Staten Island Ferry has made an impact on the Unexpected Borough’s visitor numbers * Why the VISIT Staten Island campaign entices visitors to explore the many offerings of the Unexpected Borough * The challenges of marketing a destination in such close proximity to Manhattan * Creative ways in which VISIT Staten Island has collaborated to boost tourism * How the decline in international travel has impacted their marketing strategy * How Colleen and Jennifer have embraced Staten Island’s parks and lower population density as they restructure their marketing efforts * Best practices that have made Colleen and Jennifer’s partnerships successful * How Colleen and Jennifer are taking a more holistic approach to destination marketing

VISIT Staten Island Colleen Siuzdak and Jennifer Sammartino join us from the office of the Staten Island Borough President, James. S. Oddo! Colleen is the manager of VISIT Staten Island, a campaign highlighting the borough’s many parks and cultural attractions for visitors and locals alike. Jennifer is the Deputy Chief of Staff for the Office of Tourism and Cultural Affairs. Together, they form an unstoppable destination marketing team. In our conversation, Colleen, Jennifer, and I discuss the different ways VISIT Staten Island entices visitors to explore the Unexpected Borough. We talk about the challenges of marketing a destination so close to Manhattan, and the creative ways in which VISIT Staten Island has collaborated to boost tourism!

The Unexpected Borough As we all know, the tourism and hospitality industry is extremely competitive—especially when a destination is nestled in the heart of a tier-one city like NYC. To help the Unexpected Borough stand out from the crowd, Colleen and Jennifer stretched their creative and collaborative efforts as far as they would go. They worked with the Staten Island Chamber of Commerce to hire a marketing agency that could help with some of the heavy lifting. They held workshops with cultural stakeholders in the area such as museums and art galleries, so they could rebrand Staten Island through that lens. Colleen and Jennifer created a unique and refreshing image for Staten Island, which gave them a platform to form partnerships and build itineraries moving forward.

You Haven’t Seen New York Until You’ve Seen Staten Island The ”Unexpected Borough” tag line has taken off, and people are using it everywhere. It has been so well-received because the entire campaign is completely void of desperation and packed with confidence. Staten Island isn’t begging people to visit, they are asserting the notion that you haven’t truly seen New York without visiting Staten Island. There is so much to offer, and so much love to spread, which is why Colleen and Jennifer have seen such a great return on their investment in this project. When people finally do get to see Staten Island, they are proactively sharing their experiences for the world to see. It has created a compound effect that is driving visitor traffic to this day.

Website:
- www.visitstatenisland.com
- https://w www.StatenIslandUSA.com
LinkedIn: https://www.linkedin.com/in/visit-staten-island-7946a814a/
Jennifer’s LinkedIn: https://www.linkedin.com/in/jennifer-sammartino-mallen-212b414/
Colleen’s LinkedIn: https://www.linkedin.com/in/colleen-siuzdak-b6561a62/
Facebook: https://www.facebook.com/VisitStatenIsland/
Twitter: @SI_Tourism

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Robb Wells, President and CEO of the Greater Beaufort-Port Royal CVB, has been a Destination Marketing Professional for more than 15 years. Starting his career as Executive Director for Duplin County Tourism in North Carolina before moving to become Sr. Director of Marketing at the Knoxville Tourism & Sports Corporation and then became Vice President of the Tourism Division for the Beaufort Regional Chamber of Commerce before taking on his current role as President and CEO of the CVB.

Robb is successful at establishing the vision and strategies necessary to ensure a destination’s continued success. He excels at creating relationships, networks, and business connections while partnering with all core tourism constituents to significantly increase the area’s visitor experience and overall economic impact.

In this episode of Destination on the Left, we are joined by Robb Wells, the President and CEO of the Greater Beaufort-Port Royal Conventions and Visitors Bureau in South Carolina. During this conversation, Robb discusses his journey in the travel and tourism industry, and he shares invaluable lessons about responding to adversity and uncertainty. Learn how Robb’s organization is using creativity and collaboration to cut through the noise and make a positive impact on the Beaufort community.

What You Will Learn in This Episode: * Robb’s journey into the travel and tourism industry * Robb’s role as the President and CEO of Greater Beaufort-Port Royal CVB * How Robb’s experience with collaboration and interdepartmental connectivity has changed since he first started * Why partnerships shape the perception of DMOs in their communities * How Robb has used creativity to make Beaufort stand out from the crowd * How Beaufort builds powerful public relations campaigns to cut through the noise * How Robb uses creativity to overcome the adversity and uncertainty of hurricane season * Future projects for the light at the end of the tunnel * How Robb is working with other departments and organizations to create something bigger than themselves * Advice for how to approach a successful collaboration

Greater Beaufort-Port Royal CVB Robb Wells is the President & CEO at Greater Beaufort-Port Royal CVB in South Carolina. Robb started his journey in travel and tourism with a DMO in a small rural community that was still under economic development. The lessons and experience Robb picked up in that role set the stage for his career and prepared him to lead the operation with the Greater Beaufort-Port Royal CVB. In this episode of Destination on the Left, Robb shares invaluable insights about responding to adversity. Robb’s community has to prepare itself for hurricane season every year and the lessons he has learned from dealing with that uncertainty are widely applicable to other scenarios as well.

Never Stop Learning Robb’s first day on the job was a governor’s conference. As a twenty-four-year-old who got thrown into the deep end, Robb had to learn on the fly and work outside of his comfort zone constantly. It is something most of us do now and then, but to this day, Robb is educating himself regularly to serve his community the best he can. Whether you find tourism or tourism finds you, it is important to stay ahead of the changing landscape by leveraging all of the resources you can find. Travel and tourism is a highly competitive space that requires creativity and collaboration to thrive in, and it is woven into the fabric of our communities’ economies.

More Than Tourism When Robb first got into the travel and tourism industry, everything in his community’s tourism strategy was siloed. Robb put a lot of energy into facilitating interdepartmental connectivity and collaboration. He maintains that emphasis to this day because it shapes the way communities view DMOs. People might not understand the tourism industry, but they understand the role of a DMO in their community because of the prevalence of partnerships. Robb is working with his partners on things like content creation and festival production, contributing to an even greater presence of the CVB in Beaufort. Whether it is aggressive public relations campaigns or new attractions, Robb’s organization is focused on a much bigger picture than tourism alone. They are making an impact on the Beaufort community with everything they do.

Website: http://www.beaufortsc.org/
LinkedIn:
- https://www.linkedin.com/in/Robbwells/
- https://www.linkedin.com/company/greater-beaufort-port-royal-convention-and-visitors-bureau/
Facebook: https://www.facebook.com/BeaufortSC
Twitter:
- @Visit_Beaufort
- @WellsRobb

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Jillian Blackbeard’s passion lies in Africa Tourism and Conservation. She has been leading the industry for over 10 years specifically marketing, first for a Southern African hotel and resort chain, followed by five years as director for marketing and product development at Botswana Tourism Organisation, followed by Director for Africa for The World Travel and Tourism Association.

She is now the CEO of The Victoria Falls Regional Tourism Association, the first purely private sector driven organization representing the entire KAZA region (Botswana, Namibia, Zambia and Zimbabwe) which is undertaking an ambition destination marketing strategy and campaign at all levels of the tourism supply chain. Jillian’s passions extend to conversation, managing the Tlhokomela Endangered Wildlife Trust for five years and continues to support projects that link tourism with conservation.

Over the past years she has spoken at international conferences and events on the importance of Intra-African Travel and opportunities and challenges for the sector across the African continent.

On our podcast, we are joined by Jillian Blackbeard, CEO of The Victoria Falls Regional Tourism Association, the first private sector-driven organization representing Africa’s KAZA region (Botswana, Namibia, Zambia, and Zimbabwe). During our discussion, Jillian shares how her association is creating a powerful, collaborative network to promote the many travel destinations worth visiting throughout the region.

What You Will Learn in This Episode: * How Jillian’s career led her to travel and tourism, and how she helped form The Victoria Falls Regional Tourism Association * How female mentors within and outside of the industry have had a profound impact on Jillian’s career * Why women in the travel trade, especially in Africa, face unique challenges and obstacles * Why networking and forming relationships can create remarkable new opportunities * Why Jillian’s organization was formed to address a deep need in Africa’s KAZA region * How collaboration among many groups has become the backbone of Jillian’s organization * How the network has helped members more efficiently reuse their limited resources * How the association takes a multi-destination approach to the region at all levels of the supply chain * How broad reach and participation is helping position Africa as a desirable travel destination

Creating a Powerful Collaborative Network Jillian Blackbeard, CEO of The Victoria Falls Regional Tourism Association, the first purely private sector-driven organization representing the entirety of Africa’s KAZA region (Botswana, Namibia, Zambia, and Zimbabwe) and the region’s many enticing travel destinations. During our discussion, Jillian shares how her association is creating a powerful, collaborative network to promote the many travel destinations worth visiting throughout the region.

One Region, Many Destinations As Jillian explains during our conversation, one of the integral elements of her association that sets it apart from others like it is its focus on promoting the entire African region rather than one or two specific destinations. The association works to involve businesses at all levels of the supply chain to help cross-promote them and to help them share and repurpose their content and limited resources. By working together, each business is able to amplify its reach and minimize its marketing costs, while still reaping profound benefits and helping to elevate the entire region and its many destinations.

The Power of Networking and Collaboration A theme that Jillian comes back to time and again during our discussion is the power of collaborative and mentor-mentee relationships. As she explains, women in the travel trade often face challenges different from male counterparts, especially in developing regions. Working together and forming a network of partnerships and mentorships can benefit everyone involved, as Jillian illustrates when she shares the profound impact other women mentors within the industry have had on her own career and opportunities. So too, forming a strong network of collaborators has helped The Victoria Falls Regional Tourism Association and its individual members pool resources to develop a unified message highlighting the region’s many attractive qualities.

The Victoria Falls Africa’s Eden Digital Destination Solution Website: www.thevictoriafalls.travel
LinkedIn: www.linkedin.com/in/jillian-blackbeard-50150b1

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Julia Feuell grew up in Auckland, New Zealand and settled in the UK in the 1980s. She set up New Frontiers in 1993, recruiting staff all over the travel industry. In 2008, Julia had an idea to create a training academy for call center workers to learn about products and destinations online. This idea transformed into another business called OTT – a global product marketing and communications business accessed by more than 180,000 travel professionals in 17 languages and in 22 countries.

Julia has actively participated in committees – AWTE (as Chair 06-08), Recruitment & Training committee for ABTA, City and Guilds National Advisory Committee (as Chair 2012) and People 1st training committee. She has been interviewed twice by the BBC for NEWS24.

Julia was also a finalist for “Outstanding Services to the Travel Industry” by the Guild of Travel & Tourism and won “Woman Entrepreneur of the Year” at the 2008 Shine Awards.

She enjoys Tai Chi, yoga, eating out in good company, and riding on the back of fast motorbikes!

On our podcast, we are joined by Julia Feuell, Founder and Managing Director of OTT (Online Travel Training), a global product training and marketing platform for the travel trade. During our discussion, Julia shares how her organization is working to train travel professionals and prepare them for lasting post-pandemic changes in the industry, while also developing new partnerships and new technologies to help with industry recovery efforts.

What You Will Learn in This Episode: * How Julia and her team founded OTT as a training academy and grew their content offerings * Why travel professionals across many aspects of the industry are OTT’s target audience * How OTT offers a unique platform for centralizing content and releasing it in 23 countries * Why creative thinking is the solution to navigating the challenge of the global pandemic * What innovative solutions and offerings OTT has created for members to help address today’s challenges * How and why OTT is opening its platform to new tourism niches such as domestic tourism * How collaboration with competitors and adjacent tech has been a key component of OTT’s efforts * What advice Julia would offer to listeners looking to make strong partnerships and collaborations * How OTT has teamed up with an economist to research and track the recovery process

Training: The Key To Post-Pandemic Recovery Julia Feuell is the Founder and Managing Director of OTT (Online Travel Training, a global product training and marketing platform for industry professionals across all aspects of the travel trade. During our discussion, Julia shares how her organization is working to train travel professionals and prepare them for lasting post-pandemic changes in the industry, while also developing new partnerships and new technologies to help with industry recovery efforts.

A Wide-Reaching Platform Julia’s organization, OTT, is unique in that it has a broad global reach across 23 different nations and numerous and varied markets. OTT’s clients are able to expand their message while also saving money on B2C advertising costs. Additionally, OTT hosts a vast learning library catering to travel professionals, with more than 200 courses on offer in the industry’s largest e-learning platform. During this unique time of crisis, OTT has shifted its focus to helping industry professionals learn to adapt to the changing landscape of the travel trade as the global pandemic has dramatically (and in many cases, permanently) altered how the travel trade will work.

Monitoring the Recovery Process and the Shifting Needs of the Industry One of OTT’s core functions during this crisis is to help members cut through the confusing and often conflicting messages to better understand what is happening in the industry during this pandemic. Julia mentioned that domestic travel is likely to be an increasingly important share of the industry as people’s travel habits and expectations change. In fact, during our conversation, one of the points Julia mentioned is that OTT is going to begin researching and collecting information from the global recovery effort to help members better understand what is and isn’t working and to make more informed choices regarding capacity and where to focus their efforts. This information will prove invaluable as the travel trade begins moving forward again.

3 months of free training for all destinations and suppliers: www.ott.travel
LinkedIn:
- www.linkedin.com/in/juliafeuell/
- www.linkedin.com/company/ott/
Facebook: www.facebook.com/onlinetraveltraining/
Twitter:
- @julia_feuell
- @traveltraining

Episode Transcript

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A seasoned tourism executive with more than 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations.

Prior to joining Destinations International, Welsh served as the President and CEO of Choose Chicago. Welsh also held the CEO position at the Indianapolis Convention & Visitors Association and the Seattle Convention & Visitors Bureau. Prior to joining the destination marketing industry, Welsh served as senior vice president for Westin Hotels at its corporate headquarters, and has also held senior leadership positions in sales and marketing for Westin Hotels and Resorts, The Ritz-Carlton Hotel Company and the MGM Grand Hotel/Casino in Las Vegas. A seasoned tourism executive with more than 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations.

On our podcast, we are joined by Don Welsh, the President and CEO of Destinations International. In our discussion, Don shares his perspective on the impact the pandemic is having on the tourism industry. He explains the current and future role of DMOs, the funding challenges they are facing, and how the pandemic has equalized the tourism industry.

What You Will Learn in This Episode: * Don’s perspective on the impact the pandemic is having on the tourism industry * The roles of DMOs now and how they will change in the future * The funding challenges DMOs are facing amidst the pandemic * How the global pandemic has equalized the tourism industry * How the relevance of tourism organizations has been exposed * The concept of community shared-value and Don’s new project, Destination Next * How DMOs are being incorporated into reopening discussions * How smaller destinations are approaching their reopening * Why DMOs and the brands they uphold are instrumental in getting tourism moving again

The Equalizer of Travel and Tourism Don Welsh is a veteran of travel and tourism, and he currently serves as the President and CEO of Destinations International. Throughout his career, he has accrued more than thirty-five years of experience in our industry, holding several senior leadership positions with international brands like Westin Hotels and Resorts, The Ritz-Carlton Hotel Company, and the MGM Grand Hotel/Casino. On our podcast, Don shares his perspective on the impact the pandemic is having on the tourism industry. He discusses the current and future role of DMOs, the funding challenges DMOs are facing amidst the global pandemic, and he also talks about how the pandemic has equalized the tourism industry.

A Universal Flattening of Our Industry Don’s organization represents more than six hundred CVBs and DMOs in over thirteen countries. So the good news is, he has a pretty strong grasp on what’s happening in travel and tourism around the world. Unlike localized natural disasters and other disruptive events that are unique to each DMO, this pandemic has been an equalizer. It has been a universal flattening of our industry, and from South America to Europe, we are all experiencing a similar struggle. It has been a time of transformation, where historic highs for airlines, restaurants, and hotels were tanked almost overnight. We quickly learned what it’s like to not have that, and DMOs are adapting as a result.

More Relevant Than Ever For a long time, DMOs have made up an invisible industry. They operate quietly in the background doing significant work that often goes unacknowledged. But the relevance of tourism organizations in our communities has been exposed by the global pandemic. The concept of community shared-value ensures there is an alignment with tourism organizations and their local communities. To achieve sustainable tourism down the road, we need to promote the same level of understanding and awareness for DMOs as we do for other organizations in the community. A significant evolution must take place to respond to changes presented by the pandemic, and with the oversight of organizations like Destinations International, the process is already underway.

Website: destinationsinternational.org
LinkedIn:
- https://www.linkedin.com/company/destintl/
- https://www.linkedin.com/in/don-welsh-76520b1a8/
Facebook: https://www.facebook.com/destintl/
Twitter: @destintl

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Neal Sherman is the founder and President of TAGeX Brands, a global firm that creates marketplaces for surplus equipment, inventory, and other assets. With a sound foundation in the food industry, TAGeX has expanded into other sectors and focuses on generating return on assets and reducing waste. TAGeX Brands connects buyers and sellers in a common marketplace. The industries served include retailers, restaurants, grocery chains, manufacturers, distributors and convenience stores.

For over thirty years, TAGeX and its affiliated firms have helped clients deal with the challenges of growth, transition, and decline. Serving up to 35,000 locations per year, TAGeX has been a pioneer in the outsourcing of equipment and facility transitions. The firm boasts a multitude of sales channels that serve clients and customers across the nation.

After years of growth and the need for a larger facility, TAGeX Brands relocated its operations from the Washington D.C. area to the Finger Lakes Region of Upstate New York, near Sherman’s hometown of Geneva. This move was prompted by his role in the development of a 1,000-acre portion of the former Seneca Army depot.

Sherman is a committed member of the Young Presidents Organization, with 20,000 members in 300 Chapters in 100 Countries. He has served in a number of roles for the group including Chapter Chair of the Empire Chapter in Rochester, New York, home of YPO Founder Ray Hickok. Neal chaired the Miami YPO/WPO Global Leadership Conference.

In 2017, Neal was inducted into the Fellows Program at the Culinary Institute of America, which is widely recognized as the world’s premier culinary college with an industry-wide reputation for excellence and more than 49,000 alumni.

Sherman was appointed to the founding Executive Board of the Remanufacturing Industries Council (RIC). The RIC serves as the industry advocate for all sectors engaged in Remanufacturing, a market valued at over $100 billion, employing over 500,000 people.

Among a variety of charitable pursuits has been a life-long commitment to cancer causes and disadvantaged youth. Sherman has been honored by a number of organizations including Young Women’s College Preparatory School of Rochester, The Center for Youth, and New Leadership for Israel Bonds.

His unique experience and perspective on the restaurant and broader business environment has been sought by the media, business leaders, and government officials. He has provided his perspective and analysis to a range of media outlets including the Wall Street Journal, CNBC, USA Today, The New York Times, Nation’s Restaurant News, Franchise Times, and the Restaurant Finance Monitor. Sherman has also spoken at a number of industry conferences.

Sherman has a BA in Government from The American University in Washington, D.C., studied Economics at the University of London and received a Masters of Business Administration from New York University. He has been a frequent lecturer on college campuses and an adjunct Professor of Marketing at Columbia Union College.

Neal has been married for over thirty years to his wife Pam, a lawyer, actress, syndicated columnist, and global speaker (www.ThePamSherman.com). They have launched two children in the world and live in Rochester, New York.

On our podcast, we are joined by Neal Sherman, the founder and President of TAGeX Brands. In our discussion, Neal shares his perspective on the hospitality and food industries amidst the global crisis. He talks about what it will look like when we come out on the other side, and what strategies we can use to thrive during this crisis.

What You Will Learn in This Episode: * Neal’s perspective on the hospitality and food industries amidst the global crisis * What the pandemic has done to the restaurant and hospitality industries, and what it will look like when we come out on the other side * Strategies that businesses in the hospitality and restaurant industries can use to thrive during this crisis * How restaurants are adapting to the limitations of lockdown * Some of the initial rollout contingencies we are seeing in Texas, and how restaurants are navigating them * How these changes are forcing us to reinvent the restaurant experience * How Neal helps businesses monetize what they aren’t using

Restaurants in Distress Neal Sherman is the founder and President of TAGeX Brands, a global firm that handles all aspects of facility closure and equipment liquidation in the food industry. TAGeX is a mediator between buyers and sellers of restaurant equipment, facilitating transactions in a common marketplace for the betterment of the industry as a whole. On our podcast, Neal shares his perspective on the hospitality and food industries amidst the global crisis. Neal’s experience on the operations side of the restaurant business enables him to provide a unique viewpoint on what the pandemic has done to the industry. He talks about what it will look like when we come out on the other side, and what strategies we can use to thrive during this crisis.

Change is Inevitable Many of us have seen the numbers depicting the impact that the global pandemic has had on the hospitality and restaurant industries. But Neal Sherman sees them through an entirely different lens. As of last week, 130,000 restaurants were closed in America, eight million people were displaced from their jobs, and the industry will lose about $225B in total. That number is only the operators—if you take into account all of the ancillary industries as well, the numbers are amplified. It is painful to watch, and even more painful to experience, but change is inevitable and we have to figure this out on our own. We can choose to sit in the corner and sulk, or we can get back in the ring and fight—it is our decision to make.

Communication is Key The thin margins associated with the hospitality industry contribute to its volatility. But restaurants were not made to sustain protracted periods of time with no business. In most industries, businesses do not operate with a six-month cash reserve, and restaurants have even less of a cushion. They are doing what they can to adapt. Creative twists on take-out and delivery strategies are helping restaurant owners recoup some of their losses. But it is only making up around 10-20%. Restaurants have to balance reopening with what is feasible based on their books, but communication is the key to making it work. Many operators are negotiating sacred topics that are never traditionally negotiated, such as bank loans, rent, vendor terms, etc. It is not going to be easy

Website: https://www.tagexbrands.com/
LinkedIn:
- https://www.linkedin.com/in/neal-sherman-0781016/
- https://www.linkedin.com/company/tagexbrands/
Facebook: https://www.facebook.com/TAGeXBrandsLLC/
Twitter: @TAGexBrands

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A true visionary and entrepreneur, Brian has over 13 years of experience in the property management and vacation rental industry. Passionate about the budding potential of investing in the Finger Lakes region, and fueled by his love for the area and the outdoors, Brian was inspired to buy 80+ acres of local farmland. Dreaming of the possibilities this land could offer to the public, he formed Lincoln Hill Farms LCC and hired a team of various individuals with the necessary skills and talents to transform this beautiful farmland into an all-inclusive venue and agricultural attraction.

When Brian is not busy working and managing his ventures, he enjoys relaxing with his wife and three children. He also enjoys supporting ROC City Values, a non-profit organization that he founded which sponsors a 5k Walk/Run each June in support of the Rochester City School District.

In this episode of Destination on the Left, we are joined by Brian Mastrosimone, owner of Lincoln Hill Farms on Canandaigua Lake in the Finger Lakes Region of New York state. In our discussion, Brian talks about the challenges of launching his dream business. He also discusses his use of creativity in the development project, which has yielded numerous different types of uses for visiting guests to enjoy.

What You Will Learn in This Episode: * How the idea for Lincoln Hill Farms was conceived * The different expansions and developments Brian spearheaded to make Lincoln Hill Farms what it is today * Different types of events and facilities that you will find at the Lincoln Hill Farms compound * What Brian has done to help Lincoln Hill Farms stand out from the crowd * Brian’s vision for Lincoln Hill Farms this year and in the future * How Brian is navigating the challenges posed by the global pandemic * Successful partnerships and relationships Brian has formed to collaborate and expand Lincoln Hill Farms * Advice for people who are looking to become entrepreneurs in the travel and tourism space

Lincoln Hill Farms Brian Mastrosimone is the owner of Lincoln Hill Farms, an agricultural attraction and entertainment venue in the Finger Lakes region of New York state. Brian’s background in real estate enabled him to realize his vision for developing over seventy acres on Canandaigua Lake into a multipurpose agricultural destination. This project has spanned the last six years and it is finally coming to fruition, but by no means was it an easy ride. In this episode of Destination on the Left, Brian talks about the challenges of launching his dream business. He also discusses his use of creativity in the development project, which has yielded numerous different types of uses for visiting guests to enjoy.

A Unique Agricultural Destination Today, Lincoln Hill Farms has expanded to ninety-five acres with three houses, a centralized barn, an event pavilion, and repurposed silos. They do anything from music concerts and family outings to corporate events and weddings. Despite all of the unique attractions that Lincoln Hill Farms has to offer, it is a working farm too. They have animals, an acre garden on which they plan to build a kitchen, and this year they are growing an acre of CBD plants as well. These elements of the farm are not their primary source of revenue, but it adds an extra layer of authenticity to amplify the experience. It takes a creative touch to achieve this type of balance and truly stand out from the crowd.

Driven by a Creative Vision One of the main drivers of Brian’s creativity is his decision to embrace the farm feel. It is a farm-based more on the space itself and how it is used rather than what the farm produces, and the concept has been unbelievably well received by tourists and locals alike. Everything they do is focused on catering to the visitor’s experience and what those transitions will look like. While Brian navigates the challenges posed by the current global pandemic, he and his team continue to find new ways to realize their vision for Lincoln Hill Farms.

Website: https://lincolnhillfarms.com/
LinkedIn: https://www.linkedin.com/in/brian-mastrosimone-b8306a198/
Facebook: https://www.facebook.com/lincolnhillfarms

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Carla Pendergraft is originally from Minneapolis, Minnesota. She has a B.A. degree from the University of California, Santa Barbara, and has a master’s degree in business from Texas State University. Since 1990, she has worked for the Waco Convention Center and Waco Convention & Visitors Bureau, first in the convention sales area and for the last 4 years, as Director of Marketing. Carla is the proud grandmother of Aviana, who is 8 years old, and Rosie, 2 years.

In this episode of Destination on the Left, Carla Pendergraft, the Director of Marketing for the Waco Convention and Visitors Bureau, discusses the growth of tourism in Waco, Texas. She walks us through the introduction of tons of new attractions like Magnolia Market at the Silos, and she explains the impact that television shows like Fixer Upper have made on Waco’s community and brand.

What You Will Learn in This Episode: * Carla’s journey into the travel and tourism industry * What Carla has done to help Waco stand out from the crowd * How Waco overcame its negative image and increased tourism * How the Waco brand has changed over the last thirty years * The main drivers of tourism for Waco and how Carla has leveraged them * How CVBs can do their job while serving the locals * How destination marketers are playing a role in local support instead of just tourism alone

Waco Convention and Visitors Bureau Carla Pendergraft is the Director of Marketing for the Waco Convention and Visitors Bureau in Waco, Texas. Since 1990, Carla has developed a broad perspective on the success of her community and the Waco brand. She was there for the Waco Siege of the Branch Davidians compound and witnessed the rebound of the Waco brand after the smoke cleared. There is a lot to be said about a community’s willingness to band together and thrive, especially in times like these. That is why Waco continues to stand out after years with Carla at the helm. In this episode, we talk about the success of the Waco brand and how it has changed throughout Carla’s carer. We also discuss the significant impact Magnolia Market at the Silos and Fixer Upper has made on the growth of tourism in Waco.

An Uphill Battle Carla fell into the CVB world by accident, but she has been there for thirty years now without having the same job once. There are certainly some glamorous elements to the job, but for the most part, it is all about getting in the trenches and figuring out how to make your destination stand out. Because of Waco’s history, standing out was never the problem. It created an uphill battle for destination marketers like Carla who were tasked with shedding Waco’s negative image. Texans have always known Waco well, but people across the world determine the appeal of smaller destinations in one or two thoughts—if they are negative, it is a lot harder to market the destination.

Putting Waco on the Map As time went on, the Waco community began to develop organically. Baylor was always a major driver of tourism and as the school grew, so did the travel market. Waco became home to many new attractions like the Waco Mammoth National Monument, the Texas Rangers Museum, the Texas Sports Hall of Fame, and it is the birthplace of Chip and Joanna Gaines’ Fixer Upper on HGTV. Everyone in Waco has a story about how the television show impacted their life. It completely changed the public perception of Waco and made the CVB’s job so much easier. Instead of fighting a negative image, they could focus on using creativity to grow. There is always a way to cut through the noise with creativity and collaboration, and Waco is a testament to that.

Website: wacoheartoftexas.com
LinkedIn:
- https://www.linkedin.com/in/carlapendergraft/
- https://www.linkedin.com/company/waco-cvb/
Facebook: https://www.facebook.com/WacoCVB/
Twitter: @WacoAndTheHoT

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Rebekah Greenhill is the director of sales and marketing at Greenhill Winery & Vineyards in Middleburg, Virginia. She and her husband, David Greenhill, also own and operate Middleburg Life magazine and Greenhill Stables. They are based in Middleburg during the summer and Wellington, Florida in the winter for the equestrian and polo season.

In this episode of Destination on the Left, Rebekah Greenhill, the director of sales and marketing at Greenhill Winery & Vineyards, shares Greenhill’s story. She explains what brought national and international recognition to this Virginia farm winery. And she talks about some of the strategic partnerships that helped them expand into new markets.

What You Will Learn in This Episode: * How Greenhill Winery & Vineyards shares the Virginia farm life with their guests * The different types of strategic partnerships Greenhill formed to grow their business * How Greenhill built an entirely unique experience for its visitors * What Greenhill is doing to stand out from the crowd * The types of visitors that Greenhill is targeting and how they target them * How Rebekah has used creativity to solve unique marketing challenges in the wine industry * How Greenhill is working with the local community to build its brand

Greenhill Winery & Vineyards Last year we had the pleasure of doing an episode with Beth Erickson, the president and CEO of the Loudon Convention & Visitors Association. Loudon County has become the premier region of East Coast wine and Beth provided us with a glimpse into the development of Virginia’s wine industry. So, to learn even more about the growth of Virginia’s wine scene, we invited Rebekah Greenhill, the director of sales and marketing at Greenhill Winery & Vineyards, to join us next. In the latest episode of the Destination on the Left podcast, Rebekah explains how Greenhill designed a unique visitor experience and how they formed strategic partnerships to grow their business.

100% Virginian Wine The Virginia climate poses major challenges for winemakers in the area because the weather is erratic and the soil is not always perfect. So, one of the ways that Greenhill Winery & Vineyards stands out from the crowd is by embracing those challenges and showcasing the unique flavor profiles that they create. Greenhill uses 100% Virginia grapes while other local wineries outsource them, so it makes Greenhill more consistent, but it also captures the essence of Virginia’s unique soil and climate. The 100% Virginian wines have received national and international recognition with characteristics that you won’t find anywhere else in the world.

Build a Unique Visitor Experience Another way that Greenhill Winery & Vineyards has cut through the noise and built their brand is by showcasing their identity as a privately-owned farm winery. Greenhill has truly embraced the farm life and it has been woven into the visitor experience as a whole. Guests get to witness the whole operation, not just the tasting room, and they have cows, honey bees, horses, and much more. Greenhill is inviting its visitors to join this lifestyle and be apart of a unique experience that very few wineries can offer. To learn more about the growth of the Virginia wine industry and what the future holds for Greenhill, listen to the latest episode of Destination on the Left.

LinkedIn: https://www.linkedin.com/company/greenhill-winery-vineyards/about/
Facebook: https://www.facebook.com/GreenhillWineryVineyards/
Twitter: @GreenhillWine
Website: http://experiencegreenhill.com/
Instagram: https://www.instagram.com/greenhillwine/

We will be hosting our second Destination on the Left Virtual Summit featuring 15 amazing speakers that will be held on April 1-3. The great thing about this summit is it’s free! There is no travel cost for you and you can do it from the comfort of your own office. Click here to learn more details: https://breaktheicemedia.com/podcast/summit/

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For ten years Andria has been leading DMO strategy and development by working with the travel industry to navigate the world of data and analytics. Currently, Andria serves as Senior Director of Tourism and Hospitality at ADARA, providing strategic direction and drives cross-team decision making to grow enterprise opportunities in the Americas. Along with her passion for advancing the travel and tourism industry, Andria brings to the team ten years of destination marketing and research experience, as well as expertise in leveraging data to enhance marketing efficiency and promote DMO advocacy. Prior to joining ADARA Andria spent seven years in research leadership positions for destination marketing organizations, including Research Director roles at Georgia Tourism and Texas Tourism.

Andria is an active member of the travel and tourism community, serving on the board of directors for the Travel and Tourism Research Association. She is a proud Texas Aggies receiving both her Bachelor’s and Master’s degree from Texas A&M University.

In this episode of Destination on the Left, Andria Godfrey, the senior director of tourism and hospitality at ADARA, discusses the data evolution in travel and tourism. She explains the importance of using data to tell a story, she talks about privacy and how it affects our access to data, and she explains why we need to better understand human behavior and the ‘why’ of our visitors.

What You Will Learn in This Episode: * Andria’s journey into the travel and tourism industry * The importance of data storytelling * How privacy impacts the data we have access to * The importance of understanding human behavior and the ‘why’ of our visitors * Different ways that Andria has solved challenges using creativity and collaboration * How to personalize your communication with travelers * Examples of data that we have access to but may not be considering

Using Data in Travel and Tourism Andria Godfrey is the Senior Director of Tourism and Hospitality at ADARA, a company that provides the travel and tourism industry with greater visibility into the needs and wants of in-market travel consumers. They use people-based insights to increase marketing efficiency, foster growth, and maximize the value of a DMO’s customer portfolio. In the latest episode of the Destination on the Left podcast, Andria discusses her role at ADARA, the importance of data storytelling, how privacy affects access to different types of data, and why we need to better understand human behavior and the ‘why’ of our visitors.

It’s All About the Big Picture Nowadays, it is difficult to find someone who works at a destination that doesn’t geek out about data. Artificial Intelligence is commonplace, and it has enabled communities of all sizes to access more data than they’ve ever had access to before. It is extremely exciting for all DMOs, but it also presents new challenges as we figure out how to use it. Understanding data for a single destination is powerful, but understanding the same data in the context of the travel industry as a whole is unbelievably powerful. That is the ultimate goal as we mold our data into something meaningful.

Data That Tells a Story When DMOs understand the story their data is telling relative to the travel and tourism industry as a whole, it enables them to create more effective messaging. For decades, DMOs have designed their communication strategy to tell their destination’s story, but using the right data can give that story even more meaning. It can help DMOs direct their communication efforts to the ideal target audience so they can create a real connection. They can articulate why the destination should matter to them and help them understand what they will get out of their experience. To learn more about ADARA’s work with data collection and measurement in the travel and tourism industry, listen to the latest episode of Destination on the Left.

LinkedIn:
- https://www.linkedin.com/in/andria-godfrey/
- https://www.linkedin.com/company/adaraglobal/
Website: adara.com
Facebook: https://www.facebook.com/AdaraGlobal/
Twitter:
- @AndriaNGodfrey
- @adaraglobal

We will be hosting our second Destination on the Left Virtual Summit featuring 15 amazing speakers that will be held on April 1-3. The great thing about this summit is it’s free! There is no travel cost for you and you can do it from the comfort of your own office. Click here to learn more details: https://breaktheicemedia.com/podcast/summit/

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Tanner Knorr manages EplerWood International’s new business, develops the newsletter, and continues to build a presence for the company via public relations, social media, and events. Tanner holds a Bachelor’s in Archaeology and a Master’s in Administrative Studies, concentrating in Economic Development and Tourism Management from Boston University. He was also a Teaching Assistant at Harvard Extension.

He owns a business called Off Season Adventures that strives for sustainable tourism practices in Tanzania, Ethiopia, Tunisia, Uganda, Rwanda, and Nepal, and is the President of Second Look Worldwide, a 501(c)(3) organization that sponsors infrastructure improvements around tourism destinations in the developing world.

In this episode of Destination on the Left, Tanner Knorr, the Program Manager at EplerWood International and the Founder of Off Season Adventures, joins us to talk about Destinations at Risk: The Invisible Burden of Tourism. He discusses the impact of crisis scenarios and overtourism on destinations, and explains what we can do to manage unaccounted for destination costs to provide local infrastructure and protection of eco and sociocultural systems for tourism and local people.

What You Will Learn in This Episode: * How to access The Invisible Burden Report, a report that helps destinations uncover and account for hidden costs to protect and manage vital assets worldwide * Why The Invisible Burden Report can help DMOs support responsible tourism growth * The primary goal of The Invisible Burden Report and how it came about * Who was involved in the collaborative effort it took for The Invisible Burden Report to materialize * The individual subsectors of a destination that are affected by overtourism * Phase two of the research report and what we can expect to see * The key findings of last year’s research report * The concept of holistic accounting and how it works

Collaboration in a Time of Crisis Tanner Knorr is the Program Manager at EplerWood International and Owner and Founder of Off Season Adventures. He is a self-proclaimed sustainable tourism entrepreneur who is dedicated to making infrastructure improvements around tourism destinations in the developing world. Through our conversation, Tanner discusses the recently-released research study, Destinations at Risk: The Invisible Burden of Tourism. At a time when our industry is in turmoil due to the impacts of the global pandemic, there is an opportunity to open our minds to new ideas and possibilities. Download the research report and start understanding what we can do to support responsible tourism growth.

The Invisible Burden The Destinations at Risk: The Invisible Burden of Tourism report was put together by EplerWood International, the Cornell Center for Sustainable Global Enterprise and The Travel Foundation in the UK. The main goal of this report is to uncover the “invisible burden” of tourism which Tanner defines as the unaccounted for destination costs to provide local infrastructure and protection of eco and sociocultural systems for tourism and local people. It is difficult enough for destinations to find those pieces of the puzzle, so EplerWood International and its collaborators are stepping in to help them manage and finance more efficiently.

Overtourism When we talk about The Destinations at Risk: The Invisible Burden of Tourism report, there are a number of different subsectors of a destination that are affected. When tourism populations exceed the populations of the destination, we start to see destinations crack under the weight of it. It affects things like energy, greenhouse gas emissions, water, solid waste, sewage, and other natural and social capital. Tanner Knorr and his associates are working diligently to mitigate the risks of overtourism and manage the issues that have already arisen. Currently, they are working on phase two of The Invisible Burden where they will provide the necessary skills training to people on the ground.

Website:
- http://www.eplerwoodinternational.com/
- https://offseasonadventures.com/
Destinations at Risk: The Invisible Burden of Tourism Report: https://www.thetravelfoundation.org.uk/invisible-burden/
LinkedIn:
- https://www.linkedin.com/in/tanner-c-knorr-40a2a666/
- https://www.linkedin.com/company/off-season-adventures-llc/
- https://www.linkedin.com/company/eplerwood-international/about/
Facebook: https://www.facebook.com/OffSeasonAdventures
Twitter:
- @tannercknorr
- @EplerWood

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Jim Bartoo has been the director of marketing and public relations at Nashville Zoo since 1999. During that time, he has seen the Zoo grow from local awareness to national and international recognition with more than 1.2 million guests visiting in 2019. Before coming to Nashville, Jim spent seven years marketing the Columbus Zoo in Columbus, OH. He is accomplished in all aspects of marketing and communications initiatives across the Zoos owned, earned and paid platforms. Jim lives in the Bellevue area (southwest Nashville) with his wife Carole and two daughters, Emma and Grace.

In this episode of Destination on the Left, Jim Bartoo, the Marketing and Public Relations Manager of the Nashville Zoo, joins us to share his story. He discusses the challenges of marketing a zoo when the destination brand experience is Music City, and he shares the creative solutions his organization has developed to fit into Nashville’s brand.

What You Will Learn in This Episode: * How Nashville Zoo’s Expedition Peru exhibit received top honors in exhibit design by the Association of Zoos and Aquariums * Why the women’s bathroom at the Expedition Peru exhibit as well as the men’s room in the Zoo’s Entry Village were named America’s Best Bathrooms by Cintas in 2019 * Jim Bartoo’s journey to becoming the Marketing and Public Relations Manager of the Nashville Zoo * How Jim’s role has changed over twenty years with Nashville Zoo * What Jim and his team have done to help the Nashville Zoo stand out from the crowd * Why Nashville Zoo shifted its focus from the local market to the visitor market a couple of years ago * Why construction can create a negative effect on your visitor audience * How the Nashville Zoo went from a work-in-progress to a full-fledged destination * How Jim’s team responds to actionable visitor reviews

Nashville Zoo Jim Bartoo is the Marketing and Public Relations Manager of the Nashville Zoo. He is a lighthearted and enlightening individual who brings so much value to the table. Amidst the Coronavirus pandemic, a light-hearted conversation that doesn’t harp on the widespread panic is a much-needed change of pace. Jim discusses the challenges of marketing a zoo when the destination brand experience is Music City, and he shares the creative solutions his organization has developed to fit into Nashville’s brand. His perspective on partnerships and collaborations are invaluable, and he has helped bring more than 1.2 million visitors through the gates in the last year.

Adaptive Marketing Nashville has a large tourism market and visitors have a certain expectation when they travel there. Being a zoo in the market has been very challenging, but Jim has learned a lot in his twenty years there. At first, it was about letting people know they were there in the first place. The marketing efforts were initially designed to get the local populace over to the zoo to sample what was going on. Discounted or free admission, promotional events, and fundraisers were just some of the ways they managed to draw traffic. But as things progressed, Jim and his team were able to focus on promoting specific exhibits and events at the zoo itself. People became more familiar with it over time, but that does not detract from the challenge Jim faced in separating the zoo from the city.

Becoming a Destination When you talk about destination marketing, everything is very brand-centric. DMOs are responsible for fulfilling the brand experience they create and ensuring that the experience a visitor has circles back to the brand itself. But that is difficult to achieve when your experience is not complete. Nashville Zoo struggled to wow visitors while major exhibits were being built because the guests felt as though they were missing out on something. When the Expedition Peru exhibit was completed, however, visitors could finally navigate a continuous circuit of attractions. Jim shifted the marketing focus from building anticipation and began to construct the identity of the zoo as a destination. The zoo is not a place for live music or drinking, so they are not the poster child of the Music City brand. But their hard work and creative marketing have put them on the map anyway.

Website: www.nashvillezoo.org
LinkedIn:
- https://www.linkedin.com/in/jim-bartoo-4b80377/
- https://www.linkedin.com/company/nashville-zoo/
Facebook: https://www.facebook.com/nashvillezoo
Twitter:
- @JimBartoo
- @NashvilleZoo

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Erica Paolicelli is a Partner at Three Brothers Wineries & Estates and War Horse Brewing Company located in the heart of the Finger Lakes. Erica joined the company in 2007, before it opened its doors and helped grow the destination and brand which now sees 150,000+ visitors annually, has distribution regionally to over 300 locations, and employs 150 full and part-time employees. The campus at Three Brothers houses Iron Heart Coffee Company, a café serving lunch (and soon to be dinners) daily and also hosts private events.

Erica is a strategic planner, marketer and brand builder at heart with a keen business sense. She serves on several regional boards including the IDA, the NY Wine Industry Association, the Finger Lakes Community College Advisory Board, and Geneva Community Projects. Together with her colleagues, Erica is one of the founders of the successful Rose Soiree held annually in downtown Geneva which has raised $30k in funds donated to local community organizations.

Erica is a firm believer that the rising tide raises all ships and she thinks it’s her calling to inspire collaboration within her community to help the Finger Lakes continue to be recognized as a premier destination on a global scale.

In this episode of Destination on the Left, Erica Paolicelli, Partner at Three Brothers Wineries and Estates and War Horse Brewing Co., explains how she and her team are responding to the current coronavirus pandemic. She discusses the creative solutions they thought up and implemented since the shelter-in-place and social distancing restrictions have gone into effect. And she talks about the unique visitor experiences that make Three Brothers Winery a destination in and of itself!

What You Will Learn in This Episode: * Why Three Brothers Winery is a destination in and of itself * Why the experiences offered at Three Brothers Winery are unlike any other wineries in the country * How Three Brothers is developing products like their new wine spritzer to accommodate curbside pickup and delivery * Why Three Brothers decided to lean into their online presence in response to the global pandemic * How Erica and her team are responding to the current coronavirus pandemic * Creative solutions that Three Brothers has thought of and implemented since the shelter-in-place and social distancing restrictions have gone into effect * How Three Brothers is using old school communication techniques to garner support from the local community

The Ultimate East Coast Wine Destination Erica Paolicelli is a Partner at Three Brothers Wineries & Estates and War Horse Brewing Company located in the heart of the Finger Lakes region in New York State. In our discussion, Erica shares so many creative ideas about how to navigate the coronavirus pandemic in the travel and tourism industry. Erica and her team have thought up and implemented innovative solutions in response to the shelter-in-place and social distancing restrictions have gone into effect. And their ability to use creativity and collaboration is one of the many reasons Three Brothers Winery is a destination in and of itself!

Rally Around a Vision Erica started with Three Brothers as an intern before the winery was anything like it is today. Over time, she moved from $15/hour to a 1% share in the company and, eventually, she started buying stock as well. Erica became a partner because she believes in Dave Mansfield’s vision, and that vision made Three Brothers what it is today. It is no small task for a leader to energize people around their vision or to keep their ego out of the mix. Dave did both, and his ability to see what Three Brothers could become combined with Erica’s drive and ability to execute led Three Brothers to become one of the top wineries in the Finger Lakes region.

Use Creativity to Open New Streams of Revenue The Three Brothers campus has three wineries and a brewery, each with an entirely unique experience from shopping to food and entertainment—it is Disney World for adults. The creativity that makes Three Brothers a destination has also helped them navigate the coronavirus pandemic. Luckily, they have been deemed an essential business because they are a beverage manufacturer, but the tasting rooms and communal spaces have been shut down.

They decided to lean into their online presence to engage their current audience to drum up excitement for future events. They are generating long-form content to add value to their customers and give their readers something to look forward to. They are even doing wine slushies to-go which has driven pick-up orders significantly, and they added merchandise to the website. Coupled with a push for real conversations between Three Brothers leadership and their clientele, Erica and her team have seen an outpour of support from the local community and wine lovers all over.

Website: https://www.3brotherswinery.com/
LinkedIn:
- https://www.linkedin.com/in/erica-paolicelli-67700912/
- https://www.linkedin.com/company/three-brothers-winery-and-estates-llc/
Facebook: https://www.facebook.com/3BrothersWineries
Twitter:
- @Erica3Bro
- @3BrosWine

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A thirty-plus year veteran of the Travel & Tourism industry, Amir leads the entire Longwoods international team responsible for the development and execution of all facets of the organization from program development to customer acquisition and retention.

Prior to joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state’s marketing programs realized a tremendous return on investment and contributed to the growth of the state’s $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio’s tourism-related businesses. He has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau.

He has been recognized with a number of Industry honors including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry’s Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal.

Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton.

In this episode of Destination on the Left, Amir Eylon, President and CEO of Longwoods International, joins us to share his story and talk about market research in travel and tourism. Amir discusses some of the trends he has seen as DMOs rush to respond to the COVID-crisis, and he talks about the changes in traveler sentiment as the pandemic continues to unfold.

What You Will Learn in This Episode: * Amir’s journey into destination marketing and the travel and tourism industry * How Longwoods Intl. is tracking traveler sentiment * How Amir is seeing destinations respond to the global pandemic * How Longwoods Intl. is adapting their business model to meet the needs of the COVID-crisis * How destinations are using creativity to respond to the pandemic * How traveler sentiment has changed since the pandemic was declared a national emergency * Why crises produce some of the travel and tourism industry’s best work * The short term and long term responses we are seeing in DMOs across the country

Traveler Sentiment Amidst the COVID-Crisis Amir Eylon is the President and CEO at Longwoods International, a respected leader in market research that helps drive destinations toward their goals. Amir and his team have been tracking traveler sentiment for years, but in the midst of this global pandemic, Longwoods International has started tracking traveler sentiment every week. Their objective is to inform and serve the travel and tourism industry as we collaborate to determine the best response to the COVID-crisis.

Researching Traveler Sentiment Amir is a marketer who happens to run a market research company, so he speaks our language. He understands how to use research to produce robust marketing strategies and he has been in the travel and tourism industry for almost thirty-two years. In destination marketing, research not only provides us with a roadmap of where to go, it provides us with information about whether our strategy is working. It enables us to accomplish more with our ideas and resources which is especially important when the going gets rough.

A Light at the End of the Tunnel Some of our industry’s best work has come out of crises. And be it 9/11, the great recession, or the COVID-crisis, the great minds of travel and tourism have continued to shine by taking creativity, collaboration, and partnerships to a new level. Traveler sentiment has changed drastically since the pandemic was declared a national emergency. The numbers are not necessarily surprising, but it’s not all bad news either. The silver lining in all of this is that Americans are still looking to travel in the next six months. Many trips have been postponed or canceled, but there is a light at the end of the tunnel and a beacon of hope that we will all make it through.

Website: https://longwoods-intl.com/
Facebook: https://www.facebook.com/longwoodsinternational
LinkedIn:
- https://www.linkedin.com/in/amir-eylon-2242037/
- https://www.linkedin.com/company/longwoods-international/about/
Twitter:
- @AEylon
- @Lngwds

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In this solocast episode of Destination on the Left, BTI’s Nicole Mahoney shares her thoughts surrounding the impact of the Coronavirus on travel and tourism since the pandemic took hold. She discusses the components of great leadership and mental strength and explains the importance of each in times of crisis.

What You Will Learn in This Episode: * BTI’s thoughts surrounding the impact of the Coronavirus pandemic after two weeks of lockdown * The importance of great leadership in times of crisis * Why leadership is defined by behavior, not title alone * Steve Farber’s LEAP framework and how to apply it to become a stronger leader * How to manage fear in times of crisis * Scarcity mindset vs. abundance mindset and how each plays a role in this crisis * The big idea from Charlie Mackesy’s book, “The Boy, the Mole, the Fox and the Horse”

Emerging Leaders in the Coronavirus Pandemic These past couple of weeks have tested every aspect of our businesses. The Coronavirus Pandemic is yet to hit rock bottom, and it has forced us to push the threshold of creativity, collaboration, and problem-solving in the travel and tourism industry. There are silver linings in this mess if you’re willing to look for them, and one of them comes in the form of team members who are stepping up to the plate. In times of chaos, great leaders will emerge in many different capacities. They are not just leaders by title, they are leaders by behavior, and they are keeping the gears turning as everything around us comes to a halt.

The Leap Framework If you didn’t get a chance to listen, Episode 166 with author and extreme leadership coach, Steve Farber, we talked about what it means to be a leader. In times like these, great leaders are critical to the survival of every organization. Steve’s LEAP framework breaks down the components of great leadership so we can apply them and become stronger leaders no matter who we are.

Love – Cultivate love; find love in yourself and love in others to lift everyone up.
Energy – Create energy around a vision, a direction, or a response to a crisis.
Audacity – Inspire our teams to follow us into unchartered territory in search of solutions.
Proof – Leaders walk the walk, prove your commitment through action and not just words.

Abundance Mindset Even with the right framework, coaching, and mentorship, leaders succumb to human fallacies and emotions take hold. If we are operating from a place of fear, we cannot operate effectively as leaders because it hinders our ability to make decisions for our organizations. In these difficult times, we must step out of the scarcity mindset and assume an abundance mindset. We need to be forward-thinking, open to opportunity, and to serve as a beacon for our communities. It will take all of us working together to make it through the pandemic and start recovering—but the will to do so must start with a positive mindset.

Resources: * Book Recommendation: The Boy, the Mole, the Fox and the Horse * Email: nicole@breaktheicemedia.com * Website: www.destinationontheleft.com/summit * Website: https://breaktheicemedia.com/ * Twitter: @Break_TheIce * Facebook: @BreakTheIceMedia

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With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester.

In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast.

In this solocast episode of Destination on the Left, I lay out some of the frameworks and strategies that have helped BTI maintain its composure as we respond to the initial fallout of the Coronavirus Pandemic.

What You Will Learn in This Episode: * BTI’s initial thoughts on the Coronavirus Pandemic * How the Coronavirus Pandemic is impacting the travel and tourism industry * Steps that DMOs and other small businesses can take in response to the pandemic * Four Strategies to help us maintain our composure during a time of crisis * The 3 C’s of Collaboration Framework and how to apply it * Why collaboration is critical for DMOs, especially in a time of crisis * Some of the key ideas from my new blog post

Collaboration in a Time of Crisis Right now, the Coronavirus Pandemic has the global economy in total lockdown. It is unclear how long it will last, and the unprecedented nature of this virus and the uncertainty surrounding it is raising concern for the future of our industries. But so many of us have been in this position before. When 9/11 took place, and the great recession of 2008 shook the United States economy, the travel and tourism industry bounced back stronger than ever. It is not about prevention anymore; this global pandemic is already taking place. It is about how we react to it, so I put together some of the frameworks and strategies that have helped BTI maintain its composure as this series of disruptive events unfolds.

Four Strategies for Responding to the Coronavirus Chaos Last week, I traveled from Rochester, NY to Savannah, GA in an effort to keep the BTI cog turning and do my part to drive business. However, it didn’t take long to realize that the economic impact of the pandemic stretched well beyond the scope of one country, let alone one industry. It inspired my most recent blog post, where I outline four strategies for responding to the initial shockwave of pandemonium: One, Stay calm. Two, get educated about the situation and stay up to date on the latest developments through reliable sources and your industry associations. Three, prepare to pivot by doing scenario planning. And four, communicate. We cannot stop the spread of COVID-19, but we can survive the fallout if we proactively manage our mindset and collaborate with others in our industry.

A Holistic Approach to Collaboration Since the beginning of the Destination on the Left, we have talked a lot about collaboration and co-opetition in particular. I believe that, in the complex world of the present-day tourism industry, committing to a holistic approach to collaboration will bring strong market growth and abundance for everyone. The 3 C’s of Collaboration Framework is a system that helps us band together in a time of crisis. First, communication is essential to maintain clarity with your partners and prospects, and it is an opportunity to be a calming voice amidst the uncertainty and chaos. Next, commonality is about identifying common goals and operating with the greater good at heart. And finally, commitment means sticking with your collaborative efforts no matter how tough the going gets because when we bounce back, we bounce back together. Visit the new blog to learn more.

Resources: * Email: nicole@breaktheicemedia.com * Website: www.destinationontheleft.com/summit * Website: https://breaktheicemedia.com/ * Twitter: @Break_TheIce * Facebook: @BreakTheIceMedia

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Scott Hutchinson is the Director of Marketing & Communications for the Warren County Convention & Visitors Bureau and has been with the WCCVB since June of 2014. Scott oversees the bureau’s marketing efforts, managing its advertising and public relations campaigns, as well as the production of its blog content, e-newsletters, and annual Visitors Guide. Prior to joining the WCCVB, Scott held roles with the Cincinnati Enquirer, the Western & Southern Open and Ryan Partnership – a creative agency in Columbus, Ohio. He also had the opportunity to serve as a correspondent at the 2012 Summer Olympic Games. Scott is a graduate of the E.W. Scripps School of Journalism at Ohio University and a resident of Cincinnati.

In this episode of Destination on the Left, Scott dive’s into the strategy that has brought Warren County upwards of twelve million visitors annually. He discusses the inspiration behind the “Ohio’s Largest Playground” brand, and he talks about what’s in store for the future of WCCVB.

What You Will Learn in This Episode: * Scott’s journey into the travel and tourism industry * How WCCVB’s marketing strategy reflects the qualities that define Warren County * What Scott’s team at WCCVB has done to make Warren County stand out from the crowd * The inspiration and meaning behind the “Ohio’s Largest Playground” brand * How WCCVB has tapped into the youth and amateur sports travel market * Lessons and best practices Scott took away from bringing a major sporting event to Warren County * How WCCVB portrays their community events through their PR and marketing efforts

Warren County Has Something for Everyone As the director of marketing and communications for the Warren County Convention and Visitors Bureau, Scott Hutchinson oversees the bureau’s marketing, advertising, public relations, and content creation. Warren County, Ohio is nestled in between Dayton and Cincinnati, so Scott is presented with both unique opportunities and challenges as he tries to make the Warren County travel experience stand out. He has already separated Warren County from the pack by rebranding the destination as “Ohio’s Largest Playground.” But Scott and his team plan to drive even more visitor traffic this year when they open a brand new multi-purpose sports complex that will serve as a central hub for youth sports organizations and their families.

Telling Warren County’s Story Scott cherishes the privilege to promote the place where he built his entire life, and he has done an outstanding job telling Warren County’s story. Warren County is most known for King’s Island, but there is a ton of activity beyond the amusement park. The region welcomes approximately twelve million visitors annually and it continues to grow thanks to Warren County’s close proximity to Dayton and Cincinnati. The Warren County Convention and Visitors Bureau has played a significant role in the recent spike of visitors, and they continue to drum up new and innovative campaigns that capture the defining qualities of this unique area.

Ohio’s Largest Playground While many destinations hone in on one defining characteristic to build the foundation of their marketing strategy, Warren County has done the exact opposite. In fact, the abundance of attractions is Warren County’s biggest strength, and the seemingly endless list of things to do is the inspiration behind the “Ohio’s Largest Playground” brand. They have the state’s second-largest winery, oldest hotel, oldest restaurant, and they even hold a global tennis tournament every summer. With that, we are only scratching the surface of what Warren County has to offer, Scott and his team have embraced the notion that Warren County has something for everyone, and with their central location, they are within a day’s drive for over 60% of residents in the United States.

Facebook: https://www.facebook.com/OhiosLargestPlayground
LinkedIn: https://www.linkedin.com/in/scottlhutchinson/
Twitter: @warrencountyoh
Website: http://www.ohioslargestplayground.com/

Episode Transcript

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To Scott Osborn, Rochester native, the acquisition of Fox Run Vineyards was the natural culmination of his passion for wine and commitment to the industry.

The son of two professors, Osborn’s first interest was international politics. Attending the Friends World College, a unique university with campuses all over the globe, he studied in Kenya, India, Thailand, Japan, and England.

He went into real estate development in 1974, later opening an office in Lake County California, a well-known viticulture area. The move there proved to be fortuitous; living so close to the vines Osborn became interested in wine. In 1980 he took his first job at Konocti Winery labeling bottles. He then went on to work at Firestone Vineyards, Zaca Mesa, and Byron Winery in Santa Barbara. In 1984 During his time at Byron he came back to visit family and during a wine tasting trip around Seneca Lake tasted a Wagner Vineyards 1982 Barrel-aged Chardonnay. It was his first experience with a brilliant cool climate wine and he realized that this was where he wanted to make wines and ultimately own his own vineyard and winery.

In 1985, there were not a lot of winemaking jobs available so he began working for a wine distributor and then went on to be General Manager of Pindar Vineyards on Long Island. In 1993, Fox Run became available and in partnership with Andy Hale, they purchased it.

Since the purchase of the winery in 1994, he has resided in the beautifully renovated farmhouse originally built on the property in 1870. Initially assuming the responsibilities of winemaking, along with the myriad tasks of management, speaking engagements, and travel, he chose to hire a full-time winemaker. His selection of Peter Bell in June of 1995 satisfied his desire to engage the most gifted winemaker in the Finger Lakes region. Their shared vision for quality wine production has freed Osborn to the task of managing the winery and planning for its future. He regularly participates in wine judgings, panel discussions, and symposiums dealing with the many challenges of an increasingly sophisticated appellation.

On Christmas day of 1998 three days after turning 50, Scott married long time sweetheart Ruth Worden, and in 2012, Ruth’s sister Kathy and her husband Albert became partners and now Fox Run is a family-owned winery.

The highly successful working relationship between Scott, Peter, and Vineyard manager John Kaiser has resulted in spectacular grapes, wines, and successful introductions of State-of-the-Art vineyard practices, keeping Fox Run Vineyards on the cutting edge of grape growing and winemaking.

Scott is constantly working to improve our environmental impact and has received the Lake Friendly Farm designation from Yates County Soil and Water Conservation. This award is given to farms whose farming practices do not negatively impact the water quality of Seneca Lake. He also installed a 151-Kilowatt solar system which provides 100% of the electrical needs for the winery, tasting room, and café. They have reduced their herbicide and pesticide use and are replacing them with organic and biological sprays that are less impactful on the environment.

He has been President of the Seneca Lake Wine Trail two times and a founding member and past President of Finger Lakes Wine Alliance, he is a founding member of the New York Wine Industry Association, which was founded in 2009 to represent the Wine Industry to educate legislators in Albany on issues that will impact our wineries and vineyards here in New York State. He was elected by his peers in the NY wine industry and is now the New York representative on the Board of Wine America, which is the national advocacy organization for the American Wine Industry in Washington DC.

In this episode of Destination on the Left, Scott Osborn, owner of Fox Run Vineyards, joins us to talk about tourism from the perspective of a business owner. He discusses the new challenges and opportunities presented to wineries in the Finger Lakes, and he explains how tourism has impacted the wine business.

What You Will Learn in This Episode: * Scott’s perspective on tourism as a business owner * How tourism has affected the wine business in the Finger Lakes region * How Scott helped create an allure for Finger Lakes wine * How Scott uses travel patterns to attract visitors in the highly competitive Seneca Lake area * What Scott has done to make Fox Run Vineyards stand out from the crowd * How collaboration has played a major role in growing the Finger Lakes wine industry * How Scott has been able to garner attention from Europeans

Tourism in the Wine Business Scott Osborn is the owner of Fox Run Vineyards, a family-owned winery on Seneca Lake in the Finger Lakes region of New York State. As a business owner in a hot destination, Scott has to operate his winery with the big picture in mind. For instance, in his market, the average wine tasting visitor makes five stops. So, Scott and his team crafted Fox Run’s experiences around this pattern and other trends that travelers follow. But these patterns are constantly changing, which presents new opportunities and new challenges. In the latest episode of Destination on the Left Scott joins us to discuss the impact of tourism on his industry and he talks about tourism from a business owner’s perspective.

New Trends, New Challenges With some of the world’s most renowned vineyards located in California, many people develop a preconceived notion about what wine should taste like. But every region has a different style and the cool-climate wines of New York provide an entirely different experience. The Seneca Lake winemakers had to work together to get the word out about their region and their labels, and they are still doing it. But now there are breweries, cideries, and distilleries competing for traveler time and dollars as well. So, getting tourists to come to the Finger Lakes and make wine tasting a priority is a much larger challenge than ever before. When Scott Osborn started Fox Run Vineyards, there were about twenty wineries on Seneca Lake. Now, there are over one hundred producing quality and consistency that is appreciated by connoisseurs around the world. It has made it extremely difficult to stand out from the crowd and differentiate Fox Run from other wineries in the region.

It’s All About the Experience In our last episode with Paul Soseman, we discussed the concept of experiential marketing in tourism. But it doesn’t always have to be labeled as such. Scott Osborn recognized the opportunity to strike an emotional reaction in his audience; not by forcing a clever campaign on them, but by inviting them to experience a different universe. He built the largest sculpture on Seneca Lake in the form of a massive gate. It draws attention from the main road into town, and when they cross the entrance, they are teleported into a new realm. To hear more about the story of Fox Run Vineyards, listen to the latest episode of Destination on the Left.

Facebook: https://www.facebook.com/FoxRunVineyards
LinkedIn: https://www.linkedin.com/in/scott-osborn-70574a4/
Twitter: @foxrunvineyards
Website: https://foxrunvineyards.com/

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Paul Soseman is the founder and CEO of Department Zero, an experiential marketing agency based in Kansas City, MO.

Paul began his career 20 years ago, running the marketing department for a consumer electronics retailer where he oversaw a multi-million dollar advertising budget and created special events and promotions that ultimately became a primary driver of the retailers business. He then brought his event and retail experience to Road Runner, a then startup broadband internet service provider, where he created event marketing efforts to help educate consumers about the difference between dial-up and broadband internet speeds.

In 2003, Paul left the corporate world to start his own event marketing company. Since then, Department Zero has been at the forefront of the experiential marketing industry, producing more than 40,000 unique event activations for a mixture of agency and brand side clients across the travel/tourism, automotive, CPG, and apparel industries.

Paul leads the creative and strategic direction of the company, collaborating with client partners to design, plan + deploy live brand experiences and consumer activation programs that educate participants, amplify brand awareness, attract press coverage, and deliver quantifiable results.

Some of their typical work includes pop-up shops, roadshows, and mobile tours, college campus events, sponsorship activation programs, social media content experiences, as well as press, and retail-focused events.

In this episode of Destination on the Left, Paul Soseman, founder and CEO of Department Zero, joins us to share his story. He discusses the topic of experiential marketing and he explains how DMOs can incorporate it into their marketing strategies to drive more results.

What You Will Learn in This Episode: * How experiential marketing works in destinations * Why experiential marketing is so much more effective than traditional marketing tactics * How social media has transformed experiential marketing * Examples of creative collaborations Paul has done throughout his career * How destinations can capitalize on dwell-time with experiential marketing

Department Zero Paul Soseman is the founder and CEO of Department Zero, an experiential marketing agency based in Kansas City, MO. And while Paul has done projects across a wide range of verticals such as automotive, CPG, and apparel, he has started to make a significant impact on travel and tourism as well. In an industry based on experience and storytelling, experiential marketing is a powerful angle for engaging travelers in any destination. In the latest episode of Destination on the Left, Paul joins us to talk about the different ways DMOs can leverage experiential marketing tactics like pop-up shops, roadshows and mobile tours, college campus events, sponsorship activation programs, social media content experiences, and press and retail-focused events.

Much More Than a Trend Department Zero has been running seventeen years strong and it has steadily transitioned from events to brand experiences. But experiential marketing is no longer just a trend, it is a staple in the marketing strategies of DMOs across the country. Brands are constantly trying to tell us about their products and services, but when a customer experiences them first hand, it resonates on a much deeper level. Destinations are seeing real results when they add destination marketing to their repertoire and social media is a major reason for this. Social media and experiential marketing are intertwined, and we want people to share their experiences for the world to see. Not only does experiential marketing lead travelers to create FOMO moments, but it sparks a reaction of user-generated content that markets your destination for you.

Leave a Lasting Impression Whatever the experience is, it has to be designed around specific goals. And whether it’s generating leads, press coverage, or impressions, the experience and campaign must be built to achieve that goal. One example of this is the campaign Paul helped design for Lufthansa Airlines. They were introducing a new, direct-route between San Jose, CA and Frankfurt, DE, and they wanted to find a unique way to build awareness for the new route. Paul’s team created an interactive videogame experience that both educated travelers about Frankfurt and provided them with travel tips as well. And through a live feed with a flight attendant in Frankfurt, they gave out free first-class tickets on the new route, drawing a huge crowd. There are so many ways to interact with your target audience and leave an impression!

Facebook: facebook.com/psoseman
LinkedIn: linkedin.com/in/paulsoseman
Twitter: @DeptZero
Website: www.departmentzero.com

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With more than 20 years of experience in the tourism and hospitality industry, Kristen Jarnagin oversees the official regional organization charged with furthering Long Islands $6.1 billion tourism economy. A Long Island transplant from Arizona, Jarnagin’s vast knowledge of the tourism industry spans from state tourism marketing, branding a luxury resort and serving as a lobbyist for tourism advocacy.

Kristen and her team at Discover Long Island work to promote a positive perception of Long Island across the globe, which draws lucrative visitors, stirs business attraction and drives economic development throughout the region.

She’s twice been named one of the Top 50 Women in Business on Long Island and is a graduate from the acclaimed Walter Cronkite School of Journalism at Arizona State University. Her favorite pastime is discovering Long Island with her two daughters and reigniting the passion for this place we call home for Long Island natives.

In this episode of Destination on the Left, Kristen Jarnagin, President and CEO of Discover Long Island, joins us to explain how she and her team captured Long Island’s true story. She discusses their latest work and shares advice for using creativity and collaboration to solve difficult marketing challenges.

What You Will Learn in This Episode: * Kristen’s journey into destination marketing * Advice for marketing a destination as an outsider * Why it is important to stay true to your own voice in destination marketing * How Kristen and her team at Discover Long Island are telling Long Island’s true story * The latest campaign by Discover Long Island and the inspiration behind it * Different ways Kristen has used creativity and collaboration to solve difficult marketing challenges

Discover Long Island Kristen Jarnagin is the President and CEO of Discover Long Island, where she and her team work to promote a positive perception of Long Island across the globe. She may not be a New York native, but as an outsider, Kristen has taken a fresh perspective and a visitor’s lens to the marketing efforts of Discover Long Island. With experience in state tourism, hospitality, and the political sector, Kristen has seen almost every corner of the travel and tourism industry. She is a risk-taker and a talented marketer who is uncovering Long Island’s true story so the whole world can see it. On the latest episode of Destination on the Left, Kristen joins us to discuss her journey and talk about the art of collaboration and creativity in the travel and tourism industry.

What is Your Story? It is easy to look at what other destinations are doing and think, “it worked for them; it will work for us too.” But Kristen believes the only way to achieve great success in destination marketing is to stay true to your voice. Long Island is different from every destination out there, so Discover Long Island put all of their energy into capturing that. To Kristen and her team, standing out means being themselves. And since Kristen is not a native, she sees the destination how a visitor would see it. You don’t have to redefine who you are, you just have to understand who you are. By listening to the community and articulating your destination’s true story, you can make an impact without reinventing the wheel.

Not Just a Destination Kristen and her team are finally telling Discover Long Island’s true story in their latest campaign, and it is all based around the idea that Long Island is not just a place to visit; it is a community. The campaign captures the distinct flavor of Long Island, the accent, the proximity to New York City, and a bunch of other factors that make it a one-of-a-kind destination. Whether you are a foodie, a historian, a beach bum, or anything else, Long Island is not a place you go to ‘do,’ it is a place you go to ‘be.’ Chances are your destination also has an amazing story to tell, so go out and discover it; then tell it wholeheartedly with authenticity.

Facebook: facebook.com/DiscoverLongIsland
LinkedIn: https://www.linkedin.com/in/kristen-jarnagin-7025ab1/
Twitter: @krisjar
Website: www.discoverlongisland.com

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Listed on Inc.’s listing of the Top 50 Leadership and Management Experts in the world, and #1 on Huffington Posts 12 Business Speakers to See, Steve Farber is a bestselling author, popular keynote speaker, and a seasoned leadership coach and consultant who has worked with a vast array of public and private organizations in virtually every arena.

Farber is the former Vice President of legendary management guru Tom Peters company and is the founder and CEO of The Extreme Leadership Institute, an organization devoted to helping its clients develop award-winning cultures and achieve radical results. The Institutes team has helped over 25 companies earn a ranking on the Best Places to Work list.

Farber’s third book, Greater Than Yourself, debuted as a Wall Street Journal and USA Today bestseller. His second book, The Radical Edge, was hailed as a playbook for harnessing the power of the human spirit. And his first book, The Radical Leap: A Personal Lesson in Extreme Leadership, was named one of the 100 Best Business Books of All Time.

His much-anticipated new book, Love is Just Damn Good Business, published by McGraw-Hill, is available now.

Farber is a member of the exclusive Transformational Leadership Council, and his column, The Extreme Leadership Chronicles, runs frequently on Inc.com.

In this episode of Destination on the Left, Steve Farber, founder and CEO of Extreme Leadership, joins us to talk about his new book, Love is Just Damn Good Business. Steve breaks down the fundamental framework that inspired his book and explains why love is a key element of good business practices.

What You Will Learn in This Episode: * Steve’s journey into leadership coaching and what leadership means to him * What is extreme leadership and how you can use Steve’s principles in the travel and tourism industry * Why the quality of leadership separates good companies from not so good companies * Why love is a fundamental element of good business practices * The elements of LEAP * How love can be used to achieve greater levels of productivity in collaborative environments

Beyond Position and Title Steve Farber is a best-selling author, a keynote speaker, and a veteran leadership coach whose framework in The Radical LEAP has inspired entrepreneurs across the country to realize their dreams. His new book, Love is Just Damn Good Business, builds on the principles in the Radical LEAP and explains why love is a fundamental element of good business practices. Like Steve says, “do what you love in the service of people who love what you do.” And in the latest episode of Destination on the Left, he dives into this leadership philosophy in detail. There is a lot to gain by understanding Extreme Leadership and how it applies to the travel and tourism industry, and there is a lot to learn from Steve’s journey as well.

Leaders of Meaning Significance Steve has been an entrepreneur for a long time, but in the beginning, he struggled to fight a waning passion for the industry in which he started his first business. It brought him to a fork in the road where he had to choose between seeking out his true calling or focusing on money alone. The meandering soul search exposed him to many different industries and businesses, introducing him to incredible mentors and providing him with a keen understanding of the one thing that separates great companies from not so great companies—the quality of their leadership. This turned out to be Steve’s sweet spot, and since that epiphany, he has been working to help shape leaders of meaning and significance who produce radical results.

The LEAP Elements Leaders are typically defined by a prestigious position or title. But the best leaders are defined by their actions alone. That is why Steve’s Radical LEAP framework expresses leadership as a result of cultivating love, generating energy, inspiring audacity, and providing proof. You don’t need a position or title to practice any of these things, and you can apply this operating system in any scenario by molding it to the way you do business. That means it will even work in the frustrating collaborative environments of the travel and tourism industry by increasing productivity and making DMOs operate more effectively. Love is the foundation of the entire framework, so if you can master that element, the rest will take care of themselves.

Website: www.extremeleadership.com
New Book: Love Is Just Damn Good Business
Twitter: @stevefarber
Facebook: https://www.facebook.com/stevefarber/
LinkedIn: https://www.linkedin.com/in/stevefarber/

Love is Just Damn Good Business: Do What You Love in the Service of People Who Love What You Do

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Marsha Walden is the President and Chief Executive Officer for Destination BC. A lifelong British Columbian, Marsha’s career spans corporate leadership roles in marketing, strategy, transformation, operations, communications, and social responsibility. Marsha holds a Bachelor of Commerce from the University of British Columbia, loves to travel, and takes full advantage of family life in our extraordinary province.

In this episode of Destination on the Left, Marsha Walden, President and CEO of Destination BC, talks strategy for provincial destination marketing. She shares insights about collaboration, digital marketing, and data in the travel and tourism industry.

What You Will Learn in This Episode: * The work Marsha is currently doing with Destination BC * How Marsha made the transition into destination marketing * Marsha’s insights about collaboration, digital marketing, and data in the travel and tourism industry. * What Marsha and her team are doing to cut through the noise and make Destination BC stand out * How Marsha uses destination development plans to draw more tourism to the province as a whole * How Marsha got the government involved in tourism * Why Destination BC operates with ten-year plans * How Destination BC manages a network of separate destinations

Provincial Destination Marketing President and Chief Executive Officer Marsha Walden has spearheaded Destination BC’s product development efforts, content commonwealth, and tourism data hub; the lifeblood of its growth strategy. And it has enabled Destination BC to realize its vision for the future while staying highly competitive in one of North America’s densest tourism markets. Marsha has spent most of her career in different marketing disciplines and she is a lifelong resident of British Columbia, so the opportunity to combine those parts of her life was irresistible. She joins us on the latest episode of Destination on the Left to talk about Destination BC and share insights about collaboration, digital marketing, and data in the travel and tourism industry.

Destination Development Plans To cut through the noise and make Destination BC standout from the crowd, Marsha’s approach is to focus on both sides of the revenue-driving equation. Destination BC puts a lot of energy and resources into building its brand and marketing it in the right ways. Marsha and her team maintain a strong digital presence so that they are constantly communicating with their target audience in the place where they spend the most time. Simultaneously, Destination BC creates remarkable experiences to ensure their communication strategy is portraying the most compelling possible product to the consumer. This is accomplished by formulating destination development plans to make each section of the destination the best it can be, and it is extremely effective.

Ten-Year Plans Determining what you want to be known for as a destination requires a lot of collaboration. So, out of a necessity to grow, Destination BC has invited a lot of new parties to the table. Municipal governments, tourism businesses, industry stakeholders, and other governmental associations/organizations all need to be involved in setting the strategy. But these things take time, so Marsha and her team operate with ten-year plans which allow for realistic timelines to hit their goals. This strategy enables DMOs to take a more reactive approach to new market trends, and it provides an outline that keeps all of the collaborators on the same page.

Website:
- https://www.destinationbc.ca/
- https://www.hellobc.com/
Twitter: @DestinationBC
LinkedIn: https://www.linkedin.com/company/destinationbritishcolumbia/
Email: Marsha.Walden@destinationbc.ca

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Executive Director of Cleveland Metroparks Zoo since 2012, Kuhar manages the Zoo’s extensive animal collection and oversees the daily operations of the 183-acre facility. Since joining Cleveland Metroparks Zoo in 2008, he has also served as Curator of Primates and Small Mammals and Curator of Animals. Prior to that, Kuhar was the Research Manager at Disney’s Animal Kingdom in Lake Buena Vista, Florida, where he studied animal behavior for nearly five years. He previously worked as a Research Assistant at Zoo Atlanta from 2000 to 2003 and at Cleveland Metroparks Zoo from 1997 to 2000.

Kuhar received his Bachelor of Science degree in biology from the University of Akron in 1997, his Master of Science in zoology from Oklahoma State University in 2000 and his doctorate in experimental psychology from the Georgia Institute of Technology in 2004.

In addition to serving on the Board of Directors for four years, Kuhar has served as the Board Liaison to the Animal Welfare Committee, and as a member of the Safety Committee, Animal Population Management Committee, Research and Technology Committee as well as multiple TAGS and SSPs. Kuhar also serves as an AZA Executive Leadership Development Program mentor.

In this episode of Destination on the Left, Executive Director of Cleveland Metroparks Zoo, Dr. Christopher Kuhar, joins us to discuss his branding strategy for the zoo. He talks about leading with the mission to increase awareness of the work organizations are doing behind the scenes.

What You Will Learn in This Episode: * How zoos are weaving their mission into their brand story * Why balance is so important * How the Cleveland Zoo became apart of an award-winning special parks district * How Dr. Kuhar and his team redesigned the messaging strategy * What visitors want to know about your destination * How Cleveland Metroparks Zoo stands out from its competitors * Projects that Dr. Kuhar and his team are currently working on

Rebranding the Cleveland Metroparks Zoo Dr. Christopher Kuhar is the Executive Director of Cleveland Metroparks Zoo, where he manages the Zoo’s animal collection and oversees the daily operations. In Dr. Kuhar’s current role, he is leading the Cleveland zoo into a new chapter with an emphasis on conservation, education, and animal welfare. On top of the massive additions to infrastructure and exhibits that have already been completed, Dr. Kuhar and his team are changing the way that they talk about themselves to the public. Traditionally, zoos have always focused their marketing budget on getting people through the front gates. But there is amazing work happening behind the scenes and Dr. Kuhar is making an effort to weave it into the brand.

What are You Doing to Make the World a Better Place? For the travel industry in general, there has been a major shift as far as what people are looking for when they travel; and there is a greater concern for the environments they are stepping into. The impact visitors have on the destinations they visit and the footprints they leave behind are out in the open, so brands like the Cleveland Metroparks Zoo have capitalized on opportunities to talk about the work they are doing. In polling data from the AZA, Dr. Kuhar and his team have gathered a significant amount of information about their visitors—and they found that the desire to see destination organizations making the world a better place is near the top of the list. That is something every DMO can leverage.

How Do You Show Up in the World? Many guests at the Cleveland Metroparks Zoo are completely unaware of the impact Dr. Kuhar and his team are making, so that was a major driver behind the new messaging. They wanted to highlight the conservation work they have been doing for the last twenty years and lead with their mission in every advertisement and every piece of content on social media. So far, this has increased awareness from 50% to 90% and it has even increased attendance from demographics that would normally be considered outliers. How your brand shows up in the world is directly correlated to a traveler’s decision to visit your destination. So, if you want to learn more about Dr. Kuhar’s successful rebrand of the Cleveland Metroparks Zoo, listen to his episode here: http://bit.ly/36emhjT

Twitter: @clemetzoo
Website: https://www.clevelandmetroparks.com/zoo

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In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast.

In this solocast episode of Destination on the Left, we look at the highlights from the final day of our Destination on the Left Virtual Summit.

What You Will Learn in This Episode: * The highlights from day three of the Destination on the Left Virtual Summit * Jennifer Barbee’s presentation on Building Relevancy With an ROI Plan * Tiffany Gallagher’s presentation on The Evolution of Destination Marketing Funding * Sarah Blackwell and Colleen Onuffer’s presentation on Evaluating Public Relations * Josh Collins’ presentation on Vibrant Destinations * David Holder’s presentation on Measurement Tools and Responsible Metrics

Destination on the Left Virtual Summit: Day 3 The first two days of the Destination on the Left Virtual Summit were nothing short of spectacular! It was an honor listening to our ten marketing experts share their thoughts on industry trends and challenges that destination marketers are facing. If you missed either Day and want to revisit the presentations, make sure to check out our recaps of Day 1 and Day 2 on the Destination on the Left website and all major streaming platforms.

In the latest solocast episode of Destination on the Left, we will be rounding out the last day of the virtual summit with a recap and final thoughts about the event. Today’s episode will include highlights from presentations by Jennifer Barbee, Tiffany Gallagher, Sarah Blackwell & Colleen Onuffer, Josh Collins, and David Holder. Learn what they had to say about:

Building Relevancy With an ROI Plan: Jenifer Barbee of Destination Innovate discusses new ways for destinations to think about marketing. She explains why DMOs should design campaigns with key performance indicators (KPIs) to mine data that tells a story.

The Evolution of Destination Marketing Funding: Tiffany Gallagher of Civitas Advisors discusses the development of Tourism Improvement Districts and explains how they are impacting destinations across the country.

Evaluating Public Relations: Sarah Blackwell and Colleen Onuffer of Break the Ice Media explain the Barcelona Principles 100-point scoring system for the evaluation of PR campaigns.

Vibrant Destinations: Josh Collins of Streetsense gave a presentation about the evolution of the experience economy. He explained how destinations can attract more visitors by building trust, leveraging data, curating their culture, and embracing marketing challenges.

Measurement Tools and Responsible Metrics: David Holder of JLL discusses tools and metrics with a metaphor using three buckets. His concepts are broken up by overall destination metrics, travel activity indicators, and annual market results.

If you weren’t able to take part in the amazing Destination on the Left Virtual Summit, don’t fret! You can still watch all of the presentations on our website. Just purchase an all-access pass by visiting www.destinationontheleft.com/summit and enjoy! Otherwise, keep an eye out for an upcoming announcement for our next summit in Spring 2020. We hope you can join us.

Resources: * Email: nicole@breaktheicemedia.com * Website: www.destinationontheleft.com/summit * Website: https://breaktheicemedia.com/ * Twitter: @Break_TheIce * Facebook: @BreakTheIceMedia

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In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast.

In this solocast episode of Destination on the Left, we look at the highlights from day two of our Destination on the Left Virtual Summit.

What You Will Learn in This Episode: * The highlights from day two of the Destination on the Left Virtual Summit * How you can use live video and video to increase exposure and attendance at events and destinations * How to improve your communication strategy through demographic research * How to employ traditional branding tactics as a DMO * Why DMOs can benefit from the dramatic change in Chinese travel trends * How you can leverage influencer marketing to generate awareness and drive visitation at their destinations

Destination on the Left Virtual Summit: Day 2 On day one of the virtual summit, we were graced with some amazing speakers. If you missed our recap of their presentations and want to revisit them, make sure to check out “Destination on the Left Virtual Summit Recap: Day 1, with Nicole Mahoney.”

This episode will follow suit with a recap of day two and all of the fabulous presentations that came with it. We dive into the talking points presented by marketing gurus Reagan Burns, Susan Baier, Matt Stiker, Humphrey Ho, and Stacy Jones. We cover a wide variety of topics based on current industry trends and marketing best practices, including:

Using Live Videos at Events and Tourism Destinations: Reagan Burns of Lime Creative provided valuable insights into creating live video, and explained how video can increase exposure and attendance at events and destinations.

Going Beyond Demographics and Finding the Visitors’ ‘Why?’: Susan Baier of Audience Audit shares a new perspective on targeting. She explore how destinations can move beyond the typical demographic categorization of audiences and market in a way that answers the visitor’s question of “why”.

What Destination Marketers Can Learn From Non-Destination Marketers: Matt Stiker of Garrand Moehlenkamp looks at destination marketing through a wide-angle lens and discusses the fundamental components of powerful branding.

Changing Chinese Traveler and Travel Trends: Humphrey Ho of Hylink Digital discusses the shift from group travel to FIT (free, independent travelers) and how smaller destinations can take advantage of prospective Chinese visitors doing their own research online.

Using Pop Culture to Market Your Brand: Stacy Jones of Hollywood Branded talks about how destination marketers can use celebrities and influencers to generate awareness and drive visitation at their destinations.

Resources: * Email: nicole@breaktheicemedia.com * Website: www.destinationontheleft.com/summit * Website: https://breaktheicemedia.com/ * Twitter: @Break_TheIce * Facebook: @BreakTheIceMedia

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Aileen Ramos is the Director at the Laredo Convention & Visitors Bureau in the heart of South Texas. With a decade of experience in the hospitality industry and a long career in Marketing and Sales, she leads the CVB team in promoting the best of the city she calls home.

In this episode of Destination on the Left, Laredo Convention & Visitors Bureau Director Aileen Ramos discusses the unique bicultural community of her city. She explains how it ties into her marketing efforts and shares some of the projects they’ve done to reach a diverse audience. Click here to listen to the episode:

What You Will Learn in This Episode: * How Aileen leverages the visitor’s perspective to create powerful marketing for Laredo * How CVB approaches marketing Laredo’s bicultural experiences * The challenges Aileen’s organization has faced with marketing in Mexico * Aileen’s strategy for celebrating Laredo’s 265 year anniversary * The role of the Laredo community in CVBs marketing efforts * How Aileen collaborates with her sister cities and other destinations

Visit Laredo Aileen Ramos has spent most of her career in sales and marketing roles, but hospitality has always been her passion. She was initially inspired by her grandfather, who worked for a travel magazine and traversed the globe, bringing amazing destinations into the spotlight. Now, Aileen carries the torch, and she is giving Laredo the same magic touch. Aileen has made many trips to Laredo throughout her lifetime, so she brings a unique visitor’s perspective to the table for every project.

A Bicultural Experience One of Laredo’s most powerful traits is its bicultural community. Laredo is a border town, so it has two distinct markets, two marketing opportunities, and two campaigns. It is a major advantage because Aileen’s team can double-dip with the marketing budget. They are targeting U.S. citizens who are seeking a “true Mexican experience,” and Mexican citizens who are looking for a taste of the states. In the form of restaurants, shopping, and events, both audiences can experience the rich culture of Laredo in totally different ways.

Happy Anniversary Laredo! Founded in 1755, Laredo is older than the United States. It was a part of the Republic of Rio Grande which turns 180 years old next year, and Laredo will turn 265. It is grounds for a celebration, and Aileen has orchestrated a year-long tribute to the one-of-a-kind destination. As a salute to the rich history, Aileen decided she didn’t need to reinvent the wheel. The staples of the celebration are designed to amplify Laredo’s existing holidays and get the whole community involved! From the university to agricultural businesses, everyone is taking part. There is a collective effort to grow the city—not just for tourism, but for the residents as well.

Twitter: @visitlaredotx
Website: https://www.visitlaredo.com

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In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast.

In this solocast episode of Destination on the Left, we look at the highlights from day one of our Destination on the Left Virtual Summit.

What You Will Learn in This Episode: * The highlights from day one of the Destination on the Left Virtual Summit * The latest study from JLL and the World Tourism Council * Generational perceptions of the impact travel has on the environment * Why destination marketing should be a shared community value * How to use integrated campaigns * How to use Facebook advertising for campaigns

Destination on the Left Virtual Summit: Day 1 By now, you’ve probably heard all about the exciting virtual summit we held to close out 2019. Many familiar faces turned out to hear some of the show’s previous guests discuss insights, strategies, and tactics—really everything destination marketing. We received overwhelmingly positive feedback and I could not be more thrilled about the amount of value each one of you brought to the event. But if you were not able to attend, don’t worry! Over the course of the next three solocasts, I will be covering each day of the event, with a detailed analysis of the key talking points.

Destination 2030: Readiness for Tourism Growth: Dan Fenton joined us to discuss a study that JLL and the World Tourism Council published. It produced a framework and 5 typologies that can be used to determine a community’s readiness for tourism growth.

The Future of Travel as a Brand: Emerging Sentiments Posing Challenges: Erin Francis-Cummings’ presentation urges us to look five years into the future of our destination in regards to the green energy movement that is sweeping the globe. She focuses on examining the contrast of generations’ perceptions around the impact of travel on the environment.

Becoming a Shared Community Value: Bill Geist of DMO Pros talks about elevating the importance of tourism in our communities. He explains why it should be a shared value like any other municipal services.

Tracking Results From Integrated Campaigns: Julie Gilbert of Destination Niagra uses their 2019 campaigns as an example for how you can measure impressions, clicks, and even hotel bookings as a result of integrated campaigns. She also talks about leveraging this strategy with local events to create a powerful synergy.

Understanding Facebook Advertising for Destination Marketing: Camille Zess and Jess Reilly of Break the Ice Media took audience members behind the scenes to see how they run successful campaigns for their clients.

Resources: * Email: nicole@breaktheicemedia.com * Website: www.destinationontheleft.com/summit * Website: https://breaktheicemedia.com/ * Twitter: @Break_TheIce * Facebook: @BreakTheIceMedia

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Brook grew up in Norfolk, NE and moved to Casper in 2015. During her time here she has fallen in love with the people of Casper and the sense of community. Brook is the CEO at Visit Casper and her favorite part about her position is continually forming strategic partnerships with fellow community members and working together to come up with creative solutions for impossible problems. When she’s not at work you can find her out for a run, reading at the beach, or planning her next adventure. Brook is also a big fan and attendee of many of the events that go on throughout downtown, and says her favorites are the 5150 Feast and 5150 Festival, which take place every year in August.

In this episode of Destination on the Left, I am joined by Brook Kaufman, CEO of Visit Casper. Brook shares her story and discusses the role of DMOs in the community. She explains the challenges Visit Casper has faced, and how her team overcame them with creativity.

What You Will Learn in This Episode: * Brook Kaufman’s story and her role as CEO of Visit Casper * What Brook is doing to set Casper apart from other destinations * “The One-and-Only” campaign and the inspiration behind it * How Brook uses creativity to solve impossible problems * The lessons Brook took away from Visit Casper’s role in preparing the town for an influx of visitors due to the eclipse * How Brook overcame the challenge of building credibility and authority for her organization * How Visit Casper collaborates with its competitors

Visit Casper When Brook Kaufman joined the team at Visit Casper, she was already an accomplished entrepreneur and a strong leader. But, sometimes we stumble upon the greatest opportunities by pure chance. Brook fell into the travel and tourism industry and her career turned into a burning passion. She quickly grew into her role embedded herself in the community, taking a holistic approach to destination marketing and making every move with the big picture in mind. Now, she is tackling some of our industry’s most difficult challenges with creativity, passion, and a collaborative spirit.

The One-and-Only Brook approaches destination management with greater goals than heads in beds. Everything that comes out of Visit Casper is created with the best interest of its residents and visitors at heart. It is the reason Brook and her team have spent the last four years building credibility and authority, earning them an equal seat at the table in local government. The DMO is playing a much larger role in the community, which is reflected in its work. Campaigns like “The One-and-only” are industry-recognized and best-in-class. Visit Casper’s creative work has stabilized the brand and brought consistency to all channels. Brook is doing everything in her power to help set Casper apart.

You’re Only Less-Than Until You’re Not Brook says she uses creativity to solve impossible problems and creativity, which is often the best approach in our industry. When you look at her accomplishments like tackling the influx of visitors for the eclipse, it becomes apparent that we all need to have more pride in what we get to do. We are not party planners for second-rate agencies that waste taxpayers’ dollars; we are an integral part of every community. You’re only lesser-than until you’re not, so acknowledge your value! If you are interested in hearing the insights and stories from Brook’s role as CEO of Visit Casper, check out my podcast episode, The One-and-Only Casper, with Brook Kaufman.

Twitter: @VisitCasper
Website: www.visitcasper.com

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As the U.S. managing director for China’s largest independent advertising agency, Humphrey Ho helps American brands reach their ever-growing base of Chinese consumers. Spearheading the opening of Hylink‘s American headquarters in Santa Monica, where he resides, Ho has scaled the operation up to 40 employees and secured the company’s key spots with industry leaders like Brand USA and Hawaiian Airlines. In September of 2018, Ho successfully launched Hylink’s subsidiary, Hylink Travel, a Shorty Awards-winning agency specializing in social and digital campaigns for travel brands.

Mr. Ho has been featured in various publications, with recent examples like The Drum, Digiday, AdWeek, Buzzfeed, and Ad Age. Mr. Ho was named a finalist for Digidays 2019 Future Leader award and was also tapped by Forbes magazine as one of the top 8 Asian-Americans Shaping the Travel Industry.

In this episode of Destination on the Left, Humphrey Ho is back to give us a detailed look at the data and tracking methods used to target the Chinese market. He explains data-driven marketing and how it differs in each segment of the travel and tourism industry. He describes the difference between branded and performance campaigns, and how to measure their effectiveness with new tools.

What You Will Learn in This Episode: * How different segments in travel and tourism look at data and rationalize their performance * How data-driven marketing is used with U.S. brands in the Chinese market * The new ways DMOs are accessing and leveraging data to reach Chinese travelers * Why DMOs are putting a lot more effort into brand love as they target China * The challenges DMOs face when targeting multi-cultural audiences * Hylink Radix and why you should be using it

Leveraging Data to Reach the Chinese Market Back in episode #151, Humphrey Ho took us on a deep dive into the evolving Chinese travel market. He discussed the drastic shift in Chinese travel behavior, the opportunities amidst political turmoil between the U.S. and China, and the multi-destination collaborations that have successfully targeted the Chinese market. In this episode, Humphrey gives us a detailed look at the other side of the coin. He explains data-driven marketing and how it differs by segment. He describes the difference between branded and performance campaigns, and how to measure their effectiveness.

Measuring Effectiveness in China For DMOs, the user demographic is changing and visibility is becoming more of a challenge in the Chinese market. When a DMO runs a campaign targeting Chinese travelers, it directly affects their partners too. As a result, DMOs are using data like traditional brand marketers to forecast all of the implications and the campaign’s overall effectiveness. DMOs have a responsibility to figure out what their brand means to the Chinese and it is more important than ever before to remain in-market. By accessing and leveraging data in new ways, DMOs are becoming more effective in doing so.

Twitter: @hylinkdigital
Website: https://hylinkgroup.com/
Hylink Radix?

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Ben conceives and carries out the strategic direction for the overall brand positioning, messaging and marketing platforms. Ben is the brainchild of Catch Des Moines’ new the “S’s are Silent” brand campaign.

In this episode of Destination on the Left, I am joined by Ben Handfelt, Director of Creative and Communications at Catch Des Moines. We discuss the tactics and strategies Ben and his team are using to increase tourism in the Greater Des Moines area.

What You Will Learn in This Episode: * Ben’s background in marketing and PR * How Ben leveraged his experience as a transplant to create a new marketing strategy for Des Moines * How Ben differentiates Iowa from other destinations * The importance of intentional video content * Proper use of humor in a destination marketing campaign * The S’s are Silent campaign and what inspired it * The effects of tourism on the community as a whole

Destination Iowa Tourism is more than a collection of intermittent events that draw weekend traffic—it impacts the quality of life for every resident in the area. It is the reason why Catch Des Moines brought Ben Handfelt onto the team. Ben spearheads the destination marketing efforts in Des Moines, IA, combining a background in entertainment and corporate PR with a passion for powerful creative.

Living Amongst Your Target Audience Ben was a Chicago transplant for twelve years. He knows exactly what is going through the minds of jaded city dwellers when they hear the name ‘Des Moines.’ But as an Iowa native, he also knows what brought him back in spite of everything Chicago has to offer. That was the feeling Ben strove to capture as he built new campaigns and reshaped their brand voice. The Greater Des Moines area has seen significant results from the efforts of Ben and his team.

S’s are Silent In any city, quality of life directly correlates to the attraction and retention of talent. So, Ben and his team are playing the long game. They created a significant amount of humorous video content and developed Catch Des Moines' new the "S's are Silent" brand campaign in an effort to draw more visitors. The campaign has an oddly specific hook, but there has been an immense payoff in leisure travel, sales, and new residents. Ben and his team are the voice of destination Iowa and they have only begun to scratch the surface.

Twitter: @Botner0104
Website: catchdesmoines.com
Video: https://www.catchdesmoines.com/visitor-info/videos/

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Darienne Mobley is a personal coach, professional development trainer, motivational speaker and team building facilitator who brings a world of experience and wealth of wisdom to her clients. As an industry trailblazer, Darienne works with individuals, helping them embrace life and leadership. She also partners with organizations, leading them to greater long-term success by developing effective and dynamic teams, and giving them the tools to create a clear and impactful vision.

As a passionate public speaker, Darienne is a true storyteller who connects with her audience by sharing authentic experiences and real-life solutions. Her presentations inspire, entertain, educate and elevate groups to new heights. Darienne offers keynotes, one-on-one coaching, workshops, group coaching, online programs and more.

Over the past decade, Darienne has successfully collaborated with more than 100 organizations from around the country. She began her career in the tourism industry and has held the distinct honor of serving as the Director of Tourism for both Mississippi and Louisiana. Darienne taps into her specialized knowledge and vast experience to offer thoughtful guidance and leadership to current and future leaders in tourism and hospitality, as well as other industries.

In this episode of Destination on the Left, I am joined by Darienne Mobley, Founder, and President of Darienne Inc. We discuss the journey of personal development through coaching and mentorship, and why it leads to sustainable happiness.

What You Will Learn in This Episode: * Darienne’s journey into coaching and professional speaking in the travel and tourism industry * Darienne’s personal experience with mentorship and coaching * What it means to achieve a “sense of flow,” and how to get there * How you know it is time to leave your job * The four pillars of Darienne’s process: clarity, intuition, priority, and truth * Why you need to prioritize personal rocks like health and spirituality * Leadership strategies for expanding roles in the travel and tourism industry * What you should be thinking about as you look for a personal development coach * How to use the Living Inside Out Virtual Program to start your own personal development journey at your own pace

Where You Want to Be Darienne Mobley served as the Director of Tourism for both Mississippi and Louisiana, but her time in Louisiana was life-changing. There, Darienne held her position from 2004-2006, which means she was the Director of Tourism during Hurricane Katrina. There is no book on how to approach that scenario and the experience changed Darienne’s perspective on her career. At that time, she realized that she wasn’t interested in politics, finances, or budgets. Marketing was the place she wanted to be.

Darienne’s affinity for marketing and personal development led to the creation of her business, which enabled her to stay passionately involved with the tourism industry in a different capacity. She did a lot of tourism consulting in the beginning and eventually managed the Louisiana Travel Promotion Association on contract for ten years. That experience resulted in the final evolution of her business–coaching, professional development, and motivational speaking was her new focus.

The Effects of Coaching and Mentorship Darienne hired a coach and experienced the impact first-hand. Her coach asked a lot of difficult questions that she could not answer. It helped her realize that she was not putting herself first, a trap that many of us fall into as women leaders and entrepreneurs. Darienne was pushed to pursue her untapped potential in public speaking and instantly built momentum. She got to do what she was best at in an industry she loved. Darienne was already getting clients before her year-long personal development program was over, and she finally found a sense of flow. Darienne made that transition late in her career, but there is no deadline; there is no substitute for the feeling that you are doing what you’re supposed to be doing.

Getting it Done With Grace and Ease The theme of her program is “getting it all done with grace and ease. Most of us can handle getting it all done, but we often fail to do it with kindness, compassion, and peace of mind. Grace and ease represent the “flow” part, and it is important for you to realize that life shouldn’t always be hard. If you are doing what you love with grace and ease, even the difficult parts of your day will seem easier because you are approaching them with a different frame of mind.

The travel and tourism industry is Darienne’s sweet spot because that is what she knows best. She helps her clients determine if they are in the best place, and if not, how they can expand to do more of what they enjoy. Her process is built around 4 main pillars: clarity, intuition, priority, and truth. Those pillars are measured against your personal rocks to help you achieve sustainable happiness and success. When you are clear about what’s important to you and what your values are, you carry yourself differently. Coaching and mentorship is the best way to identify them.

Resources: * Twitter: @daremobley * Website: www.darienneinc.com

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In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast.

In this solocast episode of Destination on the Left, I wanted to take the opportunity to share my gratitude with you. I discuss the insights I’ve gathered over the course of ten years in business and give you a look into a new project we are working on for Destination on the Left.

What You Will Learn in This Episode:

How to help us hit our goal of 100 reviews
What I am grateful for right now
The celebrations and events surrounding my company’s ten-year anniversary
My experience receiving the Small Business Person of the Year Award from the Small Business Council in Rochester, NY.
The insights I’ve gathered over the course of ten years in business
A sneak peek at a new project we’re working on for Destination on the Left
What it means to employ cathedral thinking

Ten Years Worth of Gratitude

As Thanksgiving and the rest of the holiday season approaches, I thought it would be appropriate to make ‘gratitude’ the theme of this week’s solocast. It is especially timely for me since my company, Break the Ice Media, celebrated its ten-year anniversary last month and I was honored with receiving the Small Business Person of the Year Award from the Small Business Council in Rochester, NY! With this episode, I want to share my gratitude with you.

Celebrate Every Milestone

I am grateful for you, our listeners, as we round off the podcast’s third year with overwhelming support. For our anniversary, we wanted to put together something that celebrates our team, clients, and everyone else who has been an important part of our journey. But with most of those people spread out across the continent, we had to plan something different for each group. I hope this will give you some new ideas and inspire you to do something special for your next big celebration!

Our process started by selecting an anniversary planning committee. It should come as no surprise that most of the ideas for our team celebration revolved around food and wine. But we wanted to get everyone involved. Our internal survey revealed that all of our team members wanted to do something unique and special. After some research, we booked the chef’s table at Good Luck in the Village Gate Square neighborhood of Rochester! With that settled, we moved on to brainstorming a client celebration.

A Toast to Our Clients

It didn’t take long for the light bulb to go off and we decided to hold a virtual toast for our scattered clients on October 14th (our birthday). To incentivize them a little bit, we shipped out fifty-six bottles of sparkling wine with custom labels to make the virtual event more sentimental and immersive. I am grateful for everyone that was involved and our team members who made it possible.

The Small Business Person of the Year Award was another momentous occasion. But when I was nominated for this award, I was hesitant to actually submit my application. The nomination came at a very busy time and our team was overextended. My leadership team pushed me to commit and I wouldn’t have done it without them. I made the top five of fifty finalists and it was a great honor to be recognized alongside nine other Rochester community business leaders.

Cathedral Thinking

As I prepared for the launch event, I drew inspiration from this podcast and reflected on all of the moments that molded me into a leader. The experience is best described by the concept of cathedral thinking, a mindset derived from manual laborers who began construction projects knowing they would not be completed in their lifetime. We are all cathedral thinkers, building our businesses for future generations, making impacts with our time to build better communities, supporting our families, and laying the foundation for our children and grandchildren for the next generation. I challenge all of us to keep having those big visions that will have far-reaching impact and to work towards that vision today, even if we do so.

Resources:

Email: nicole@breaktheicemedia.com
Website: www.destinationontheleft.com
Website: https://breaktheicemedia.com/
Twitter: @Break_TheIce
Facebook: @BreakTheIceMedia

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Brian Bossuyt has been marketing the Pocono Mountains for the past 20 years. He was the Sales and Marketing Director for Camelback Mountain Resort for 18 years, and now serves as the EVP, and CMO of the Pocono Mountains Visitors Bureau.

Developing marketing campaigns that target two of the country’s largest DMA’s, New York Metro and Philadelphia Metro, has kept Brian on top of his game by forcing him to learn and evolve. Both markets are on the cutting edge of technology and have a lot of competition for their attention. With limited budgets and marketing resources, he learned to adapt quickly. Brian’s use of analytical data has helped him thrive when planning strategies and developing partnerships. He incorporates fun, engaging creative and is not afraid to make a mistake. Those are the key factors that drive successful campaigns.

Brian loves family, being a husband, a dad, and playing in the outdoors as much as possible. He likes to keep things simple and to the point because he gets more done that way! Brian is pretty laid back and tries to look at everything with as much optimism as possible!

In this episode of Destination on the Left, I am joined by Brian Bossuyt, Executive Vice President and CMO of the Pocono Mountains Visitors Bureau. We discuss the benefits of building an in-house marketing team, their new approach to creative, and how they are leveraging data to break into new markets.

What You Will Learn in This Episode: * Brian Bossuyt’s journey into the role of EVP and CMO of Pocono Mountains Visitors Bureau * How Bossuyt adapts his marketing strategy to unexpected change * What Pocono Mountains Visitors Bureau is doing to set themselves apart * How Bossuyt is using data to increase the effectiveness of their marketing * How he built out an in-house marketing team * The launch of their own television program * How Bossuyt overcame the challenges associated with litter in the Poconos * How DMOs collaborate and work with the local communities * Bossuyt’s future plans for the organization

Pocono Mountains Visitors Bureau Brian Bossuyt started skiing at three years old, developing a passion for the mountains at a very early age. But growing up in the Poconos provided Bossuyt with more inspiration than hobbies. For him, it was a home, not a destination. And when you combine that notion with his background in hospitality, it is no surprise that he now serves as Executive Vice President and CMO of the Pocono Mountains Visitors Bureau.

Bossuyt paid his dues. And in college, he broke into the world of marketing as an intern for Hunter Mountain’s marketing team. During his internship, Bossuyt was immersed in the ski culture and was given significant responsibilities that involved him most of the resort’s daily operations. It was an opportunity that combined his passion for the mountains and experience in hospitality, laying the framework for his post-graduate career at Camelback and beyond.

Adaptive Marketing in Travel and Tourism Weather and seasonality control the travel and tourism industry, so as a marketer you have to be innovative. Bossuyt’s first year as the Director of Marketing for Camelback posed the warmest winter they’d seen in decades. It created a myriad of new challenges and their initial strategy was pushed back to January. But, nonetheless, Bossuyt was able to adapt and redesigned his marketing program in real-time. Growing into a leadership role in marketing is a difficult task. However, by developing your versatility and managerial skills, your marketing efforts will start to yield impressive results no matter what is thrown your way.

New Creative, New Team, New Tools In the last few years, Bossuyt and his team have focused on delivering top-notch creative. And a lot of their work starts with broadcast and stems into different mediums from there. By focusing on longer-form content for broadcast, they have more content to pull from. That enables them to create more impactful social media content and add depth as they repurpose it for a variety of other platforms. Bossuyt is determined to maintain the same message, but deliver it in a more strategic way by bringing all of their marketing efforts in-house.

Because they brought all facets of their marketing process in-house, the Pocono Mountains Visitors Bureau is able to use data to increase the effectiveness of their marketing efforts. Bossuyt analyzes data to determine what markets are the strongest, where they can grow in new markets, and what’s the best way to retarget those markets. Since they manage all of their own digital assets, they have access to metrics and analytics that will help them determine next steps.

The Pocono Mountains Visitors Bureau is largely responsible for the growth of their resort in recent years. And with a team of nine full-time marketing and PR professionals, the brand will continue to transform. Brian Bossuyt has done outstanding work at the helm of the marketing team and he is constantly re-evaluating their strategy. Even with the competitive nature of the travel and tourism industry, Bossuyt continues to drive traffic and find different ways to set their brand apart.

Resources: * Twitter: @poconotourism * Website: https://www.poconomountains.com * LinkedIn: https://www.linkedin.com/in/bbossuyt/

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Cyndi Bartley is the Operations and Marketing Director at Visit Lake Norman. Throughout her entire professional career, she has been devoted to the hospitality and tourism industry. She began her role there in 2007 as a marketing intern and continued elevating her position and responsibilities to her current role today. During her time with Visit Lake Norman, she continues to enhance their ambassador and internship programs. Bartley enjoys continued education and networking through conferences and learning sessions. Currently, she is in the process of undergoing Destinations International’s CDME program.

On this episode of Destination on the Left, I am joined by Cyndi Bartley, Operations and Marketing Director at Visit Lake Norman. She delves into the marketing tactics and strategies that have been successful in drawing traffic to a small destination.

What You Will Learn in This Episode: * Cyndi Bartley’s journey to Operations and Marketing Director at Visit Lake Norman * The multi-functional nature of Bartley’s position, and how she prepared for it * How Bartley and her team maintain a competitive edge in the travel and tourism industry * What enables Visit Lake Norman to continuously improve their marketing processes * The challenges that Visit Lake Norman is currently facing, and how they plan to overcome them * How Visit Lake Norman’s internship program is impacting their capacity * Different roles that Bartley’s interns assume * How interns are selected, and the responsibilities that they have * Why Visit Lake Norman is collaborating with other organizations in the area * What is in store for the future of Visit Lake Norman

Visit Lake Norman After a lot of moving around, Cyndi Bartley’s family finally settled down in the Charlotte area of North Carolina. When Bartley transitioned into high school, she gained a better sense of direction for what she wanted to do in her career. Business seemed like a field that aligned with her aspirations, and Bartley was drawn to the specific niche of marketing. She received her bachelor’s from UNC, but her passion for marketing developed well before that point.

Bartley is now the Operations and Marketing Director at Visit Lake Norman, and she has been with them for thirteen years. However, she started as just an intern. Bartley never could have predicted that she would end up in a leadership role, but hindsight is twenty-twenty. Looking back on her career, Bartley’s early professional development with Visit Lake Norman is one of the main reasons she is a successful marketing leader. She had the opportunity to dive deep into every facet of the organization, which prepared her to wear a number of different hats in the future.

Maintaining a Competitive Edge Travel and Tourism is an extremely competitive industry, so to win foot traffic for Lake Norman, Cyndi Bartley and her team had to go above and beyond. Being with the organization for over a decade is a huge advantage for Bartley. She has seen everything that has worked and everything that hasn’t. She has also seen all of the tactics of surrounding tourism boards which builds a distinct profile of their competition. Visit Lake Norman works hard to constantly refine their efforts and create a polished appearance that portrays them as a larger destination than they actually are.

With Cyndi Bartley at the helm, Visit Lake Norman has experienced a lot of success. But with new successes come new challenges. As their organization grows, they struggle to maintain enough manpower to meet demands. It is difficult to consistently produce high-quality content and marketing collateral when they don’t have enough resources to do so. That means new creative is the first to get cut. But Bartley is combatting that deficiency with a robust internship program, providing Visit Lake Norman with bodies in the form of marketing, product design, and sports marketing interns.

Increased Manpower Through Internships Every year they bring more bright minds on board, creating meaningful content and increasing Visit Lake Norman’s capacity in the busiest season of the year. Bartley worked hard to augment the program, which now gets upwards of 30-40 resumes a year and continues to grow. The interns are able to provide dire resources to Visit Lake Norman because they follow a stringent plan from day one. But that is not to say they aren’t given some degree of free rein over their work. Each student is placed in a role where they can contribute to the big picture and exercise their strengths. So, Bartley’s team always wins together because they are always on the same page.

What’s in Store? Visit Lake Norman has some big things on the horizon and their team is working diligently to promote their message in new ways. That means producing new video content, creating innovative marketing initiatives and campaigns, and exploring different platforms that they aren’t currently leveraging. Bartley is also making a greater effort to collaborate with other organizations in the area to reach a larger audience and they have already experienced great success with that. Visit Lake Norman is taking major strides in the travel and tourism industry, and they are a model organization for marketing small destinations. If you want to learn more about their internship program and their plans for the future, make sure to listen to our podcast episode, Visit Lake Norman, with Cyndi Bartley.

Resources: * Twitter: @visitlakenorman * Website: www.visitlakenorman.org

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Episode 152: Brian Zerges is a Licensed Real Estate Broker and sole owner of Finger Lakes Premier Properties (FLPP) for the last 25 years. After earning a BA from The Rochester Institute of Technology, Brian spent over seven valuable years as a Licensed Real Estate Broker in California specializing in commercial sales, syndication and property management. These experiences positioned him well to return to upstate New York and become the owner-operator of the largest lakeside real estate firm in the Finger Lakes. Brian is certified by the National Association of Realtors as a Resort and Second Home Specialist and an active member of the Vacation Rental Managers Association.

With over 60 full-time year-round employees, FLPP maintains offices in Canandaigua and Penn Yan and specializes in property management and real estate sales. FLPP currently manages over 300 privately-owned single-family lakeside vacation rentals along with over 50 single-family homes. Its portfolio of commercial accounts has grown to include Keuka College and Best Western’s Vineyard Inn & Suites, Penn Yan. Many investors rely on Brian and his team to locate, purchase and manage lakeside investment properties with maximum rental income.

On this episode of Destination on the Left, I talk with Brian Zerges about his special niche of selling real estate in the lakeside hospitality industry and the challenges that go along with it.

What You Will Learn in This Episode: * The special aspects and systems of selling real estate in the hospitality industry * Similarities between hotels and house rentals in terms of visitor experience * Creative solutions and features FLPP uses to stand out in the industry * Why Brian’s niche is so challenging and how he and his team rise to the challenge * Data Brian’s team gathers from its properties and customers and how that data is used * What FLPP does to remain flexible and accommodate clients * What “co-opetition” does for Brian’s team

Lakeside Real Estate Brian Zerges is the sole owner of Finger Lakes Premier Properties, the largest lakeside real estate firm in the Finger Lakes. Brian’s experience in California real estate has made him a perfect fit for the competitive industry of real estate hospitality. He and his team of 60 full-time employees have discovered the ins and outs of operating in this unique niche, the required systems, and how to deliver the best visitor experience.

Finger Lakes Premier Properties runs over 300 properties along hundreds of miles of shoreline. Each building is different due to topography, distance, client profile, and so much more. As the largest growing section of the lodging industry, vacation rentals require marketers and owners to keep up by implementing systems that go above and beyond. FLPP has a large, commercial laundry service that is constantly ensuring its properties have clean linens and other laundry supplies. This is just one of the many moving parts of making sure that all of those properties have maintenance and housekeeping 24/7, just like a hotel would.

Brian’s team goes the extra mile to make their customers confident in the visitor experience. Finger Lakes tourists can rest easy knowing that the FLPP staff will be there to meet their every need, no matter the time. FLPP accomplishes this by thoroughly vetting its high-performing staff, evaluating metrics, and constantly searching for feedback from guests. Data about timing, costs, efficiency, quality, and numerous other things are gathered from the renters and taken into account when FLPP develops its systems, trains its staff, and updates its fees and policies.

Innovation and Flexibility In a niche as hot as lakeside rentals, FLPP has to constantly adapt to meet the shifting needs and demands of the competitive industry. As always, this requires creativity! Brian and FLPP have leaned heavily into the lakeside aspect of their real estate properties, highlighting and optimizing a lake experience for their guests. Brian grew up on the lake, so he knows all about what lakeside living really means. This is where the team’s creativity comes forward, whether it’s having houses along Lake Street or having the word lake in their phone number.

Alongside creativity, flexibility is incredibly important. With lots of clients at lots of different properties, FLPP has to be able to change plans at the drop of a hat to accommodate customers. One way they do this is through scattered check-in and check-out dates. While some of the property owners were resistant, Brian and FLPP have successfully made it so guests can successfully check in and out based on their needs without having to commit to a full Saturday to Saturday stay. This makes it easier for guests with hectic schedules and prevents FLPP from having to clean and prepare 300 houses on a given Saturday.

One of the biggest ways FLPP continues to learn and grow is through collaboration and even competition. FLPP is always in touch with property owners to make sure they’re delivering the best experiences for guests and has helped form the Finger Lakes Vacation Rental Managers Association, a lakeside association helping to handle issues around the lake ranging from problem guests to pollution. They also collaborate with the Vacation Rental Exchange, a coalition of 13 vacation rental companies in the Northeast that come together to exchange ideas and have great discussions. Brian Zerges and FLPP are another fine example of creativity, innovation, and “co-opetition”, and I’m so glad I get to share some of their knowledge with you.

Resources: * Phone: (315) 694-1297 * Website: https://www.fingerlakespremierproperties.com/ * Instagram: https://www.instagram.com/flpplake/?hl=en

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Mr. Ho has been featured in various publications, with recent examples like The Drum, Digiday, AdWeek, Buzzfeed, and Ad Age. Mr. Ho was named a finalist for Digiday’s 2019 Future Leader award and was also tapped by Forbes magazine as one of the top 8 Asian-Americans Shaping the Travel Industry.

On this episode of Destination on the Left, I talk with Humphrey Ho about the needs, trends, and opportunities that have come up in travel between China and the U.S. in recent years.

What You Will Learn in This Episode: * Humphrey’s unique, scientific approach to advertising and destination marketing * Trends Humphrey has spotted in Chinese travel and tourism * Opportunities Humphrey sees in China and America during these uncertain times * How Hylink spots patterns and creates campaigns from the data they gather * Keeping up with the evolving needs of US and Chinese travelers

The Scientific Approach to Tourism Marketing Like so many people in the tourism industry, Humphrey Ho meandered into his destination marketing role from an unconventional path. Humphrey studied neuroscience and integrative biology in college before getting an MBA in IT management. He founded and sold a social networking company in Canada before moving to China during the recession. He’s since managed interactions between media publishers and Google and now finds himself as the managing director at Hylink, China’s largest independent advertising agency.

Humphrey has shed his former roles, but his scientific approach is the same. He is constantly searching for patterns and trends in the marketing data, looking for tried-and-true techniques to prove wrong using his “null hypothesis” strategy. Humphrey is an innovator dedicated to data-driven solutions that meet the changing needs of Chinese travelers.

Observing those trends has been important in the wake of the economic tensions between China and the U.S. Humphrey and his team began to learn how drastically travel has shifted for Chinese citizens, who are now traveling to the United States and beyond. His team was able to spot how the expensive, luxury nature of travel affects the industry in times of economic tension. They also found that Chinese citizens are becoming much more savvy about their local surroundings due to the intense growth of technology in the country. By spotting these trends, Humphrey has discovered how to turn chaos and uncertainty into opportunity.

In Danger Comes Opportunity As travel trends shift in places like California and Hawaii, it becomes clearer what’s working and what isn’t. Humphrey is an expert at finding untapped areas that could potentially be marketed, such as the unique use of RVs in the United States that nobody is talking about. He recognizes areas where destinations could go deeper in marketing, like marketing Southern California separately from California, and areas where brands could pull back (everybody knows about Santa Monica beach; let’s focus on something else!).

Hylink’s success comes from an interconnected web of partnerships, data, and an understanding of their target markets. Their campaigns take advantage of nuances, like the differences between Northern and Southern California, to paint destinations as unique, exciting places to go. They bring in key influencers and develop content plans to drive traffic. They collaborate with hotels, attractions, transportation services, restaurants, and local DMOs to create three- or four-sided partnerships to make environments that benefit everyone, especially tourists.

Every area of the world has a story to tell. The job of Humphrey and other tourism marketers is to discover that story, find the people who can help them tell it to the most people in the most effective way, and then share that story creatively with the world. Hylink’s unique use of data and demographic understanding puts them ahead of the game. If you simply look a little closer at the trends and patterns associated with your target markets, no matter the demographic, I’m sure you’ll find an exciting new way to draw people to your awesome destinations.

Resources: * Email: humphrey.ho@hylinkgroup.com * Website: https://hylinkgroup.com/ + Hylink’s San Francisco “Love” Campaign: https://hylinktravel.com/individual-work/san-francisco-travel-association-love-campaign * Instagram: https://www.instagram.com/hylinkdigital/?hl=en

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Dan Janes is the CEO of Madden Media, a destination marketing agency focused on increasing tourism and workforce attraction for communities across the country. Like many in this industry, Dan comes from a unique background, having been a successful entrepreneur in a big data and analytics company and having served as an Army officer and West Point graduate.

On this episode of Destination on the Left, I talk with Dan Janes of Madden Media about the evolving world of tourism marketing and his company’s activities related to inclusivity, marketing technology, and “schema disruption”.

What You Will Learn in This Episode: * Dan’s path from the Army to his position as CEO of destination marketing agency Madden Media * What makes Madden Media stand out in the competitive tourism marketing industry * How Madden Media creates curiosity in their consumers * Madden Media’s view of “schemas” and how their marketing disrupts those schemas and exposes consumers to new things * Madden Media’s destination marketing efforts in the inclusivity space * How Dan and his company evolve with the consumers in the area of marketing technology and websites * Madden Media’s approach to partnerships, planning, and cooperating on projects by adding more minds

The Winding, Weaving Path Dan Janes’s goal as a young kid growing up in Nebraska was to get out of Nebraska and explore. He realized this goal when he bravely joined the United States Army. After graduating from West Point, Dan was exposed to outstanding leadership and teamwork while serving overseas in Iraq and Afghanistan. When he returned home, Dan used his experience working with data in the Army to start his own successful data analytics firm. He got his MBA and began teaching at the University of Arizona before meeting Kevin Madden, the founder of Madden Media.

Kevin and Dan bonded over the future of marketing technology and the use of data in the field. Since then, Dan has taken on the role of CEO of Madden Media and has continuously strived to evolve the company with the changing face of the industry and the changing needs of its consumers. One of their biggest game-changing themes? The idea of schema disruption.

Schema disruption stems from the psychology concept of schemas, which are mental models and images of things based on our assumptions and experiences with them. Madden Media’s goal is to disrupt people’s preconceived notions of destinations by showcasing the best-kept secrets and best possible sides of all different locations. Dan offers up the example of West Virginia. While many think of the state as only coal mines and dirty smokestacks, it’s actually a vibrant and growing state with lots of natural beauty and appealing attractions for a variety of ages. Disrupting those schemas and biases creates one of tourism marketing’s most useful tools: curiosity.

Future Projects and Creating Curiosity Madden Media continues to move forward and adapt as society evolves and the desires of the consumer change. One exciting way they’ve done this is through their focus on inclusivity in travel and destinations. Through its internal platforms Vacationist USA and Visit Gay USA, Madden Media displays popular destinations for the LGBTQ community alongside lesser-known destinations with similar characteristics and attractions. They also put destinations like Wyoming on the map for inclusivity by highlighting its status as the birthplace of women’s suffrage.

Madden Media creates curiosity and is always learning more about its clients through partnerships, data analysis, marketing technologies, and more. Possessing an agile management philosophy and flexibility in marketing approaches, Madden Media has delved into the deeper aspects of marketing technology, web development, search engine optimization, and so much more. Dan’s team and network of partnerships at Madden Media is a great example of creativity and co-opetition in action. The tourism market is only going to continue to evolve and change. It’s up to you to evolve with it!

Resources: * Email: djanes@maddenmedia.com * Website: https://maddenmedia.com/ * Instagram: https://www.instagram.com/maddenmedia/

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The 2019 NYS Tourism Excellence Award winners will be honored at the New York State Tourism Industry Association’s annual meeting on September 27. I had the privilege of talking to each of the winners about their award-winning programs, how those programs impacted tourism in their area and what they learned from being part of the program. The interviews had underlying themes of creativity, partnership, celebration and storytelling. This episode shares the wisdom and stories of those award winners, and I hope you come away as motivated and enlightened as I did.

On this episode of Destination on the Left, I share my conversations with:

Kelly Blazosky, President of Oneida County Tourism
Maggie LaCasse, Director of Communications for Discover Long Island
Cassandra Harrington, Executive Director for the Destination Marketing Corporation of Otsego County
Lauren Humphrey, Tourism Program Liaison for the Genesee County Chamber of Commerce
Ross Levi, Executive Director of I Love NY

What You Will Learn in This Episode: * How partnerships across regions boosted the PR and marketing efforts of Oneida County Tourism’s award-winning project * Discover Long Island’s unconventional method for raising brand awareness through their new ambassador, Lili * How the DMCOC of Otsego County used their most popular attraction, baseball, to open people’s minds to all of the other things to see * Genesee County Chamber of Commerce’s efforts to expand offerings in their unique baseball niche * What I Love NY did to help InterPride put on the largest LGBTQ event in history

Oneida County Tourism Kelly Blazosky is the President of Oneida County Tourism and recipient of the Excellence in Tourism Marketing Projects for her company’s Beyond the Big Apple Brochure. Kelly credits the success of the brochure, which outlines suggested nine-day itineraries across three regions outside of NYC, to the multitude of partnerships made in and around the area. Working with organizations such as I Love NY and partners from the Hudson Valley region and beyond, Kelly’s team was able to construct a multi-region itinerary that gives suggestions for people seeing Niagara Falls, the Corning Museum of Glass, and more. Kelly was refreshed by how partnerships helped boost the project’s marketing and PR efforts and was excited to connect with a variety of brands, such as those in the culinary and craft brewing industries. Kelly is ecstatic to have the hard work that has gone into the project honored by an Excellence Award.

Discover Long Island Maggie LaCasse is the Director of Communications for Discover Long Island, which is receiving an Excellence in Visitor Service Award for their mobile visitor center, Lili. Named Lili (Long Island, Long Island) by public opinion, Discover Long Island’s mobile visitor center is an ice cream truck repurposed with Long Island imagery, speakers blasting Billy Joel music, and a visitor services team ready to answer questions and dish out merchandise. What an inventive and exciting idea! Lili has been a hero for Long Island as a brand advocate, visitor resource, and a very visible icon of the awesome tourist destination that she’s named after. Discover Long Island’s “small but mighty” team has used Lili to form meaningful local partnerships with vineyards, surf camps, and much more. Maggie is proud to represent Discover Long Island the receiving this Excellence Award is very meaningful to her and her team.

Destination Marketing Corporation of Otsego County Cassandra Harrington is the Executive Director for the Destination Marketing Corporation of Otsego County, which is receiving the Excellence in Overall Tourism Marketing Award. The challenge Cassandra and her team faced was marketing Otsego County and Cooperstown as more than just a great baseball scene. Through their “Catch Me in Cooperstown” initiative, they were able to use the baseball familiarity to help promote Otsego County’s rural charm, museums, and family-friendly locales. The results speak for themselves: their efforts led to 5,500 additional Facebook followers, a newsletter open rate of 25% (up from the industry-standard 15%), and a 12.1% increase in occupancy tax in their slow season from March to May. Cassandra values the partnerships and support she received along the way, including those from her family and friends, her coworkers, and their advertising agency, BBG&G. She has loved working with organizations like I Love NY and Niagara Falls USA that teach her something new every day. Cassandra is overwhelmed with gratitude and happiness from receiving this Excellence Award, and it’s clearly well deserved.

Genesee County Chamber of Commerce Lauren Humphrey is the Tourism Liaison for the Genesee County Chamber of Commerce, which is receiving the Excellence in Niche Marketing Award. Joined by program partner Casey Brown, Lauren discusses how her team discovered a need for additional offerings to one of their niche target markets: golfers. The 27-hole championship course at Terry Hills was enough to attract crowds of golfers every year, but many of them stayed for more than just that and wanted more course offerings. With experts like Casey Brown, who has a degree in professional golf management, Lauren’s team packaged together lodging and golf courses into payout agreements and advertised for them using brochures and online with the help of my team, Break the Ice Media. Their plan was a success, generating over $300,000 in economic impact last year alone. To Lauren and the Genesee County Chamber of Commerce, building an incredible golfing experience is one of the most enjoyable parts of their area. They hope to make every golfer happy enough to keep coming back, and they are honored to receive this Excellence Award.

I Love NY Russ Levi is the Executive Director of I Love NY, which is receiving an Excellence in Niche Marketing Award. Together with Sarah Emmer, Director of Tourism Policy Initiatives, Russ and I delve into New York City’s recent celebration of World Pride, an international pride event put on every few years by InterPride, a worldwide coalition of pride event organizers. The World Pride event coincided with the Stonewall Uprising, a historic New York City event credited with starting the modern LGBTQ rights movement. The I Love NY team executed a massive effort across the world to promote this event using paid media, speaking events, lunches, and the I Love NY pod as it traveled from place to place, appearing at pride events around the globe. Events also occurred around New York state, with the I Love NY pod and a pop-up welcome center appearing at events in Long Island, Cooperstown, and a number of other locations. The governor even hosted a World Pride Ambassador competition where people submitted videos and were selected to be pride ambassadors. These 11 people joined the World Pride March in New York. The results speak loudly for themselves: this was the largest LGBTQ event in history, with over 5 million people attending over the course of the weekend. The Pride March itself was also the longest in history, attracting numerous attendees from around the world. Russ and Sarah learned the value of niche partnerships from around the world and how to leverage those. They also appreciated the opportunity to use a historical event to effectively market and celebrate their cause. The outcomes were spectacular. They are both honored to have their efforts toward a cause they believe invalidated by recognition through this Excellence Award.

Overview The Excellence Award winners I have for you this week all aimed high, achieved incredible goals, and celebrated those goals with their partners and incredible teams. Oneida County Tourism leveraged partnerships to broaden tourist horizons beyond New York City. Discover Long Island had fun with their tourism efforts by naming an ice cream truck van Lili and having her drive all over to share the beauty of its home. The DMCOC of Otsego County was able to use baseball to revamp its brand and make their slow season a success. The Genesee County Chamber of Commerce listened to their golf audience and delivered them exactly what they wanted. I Love NY went global to help InterPride create the largest LGBTQ event in history. These are all stories of big dreams, bold ideas, and unreal results, and I love every minute of sharing them with you.

Resources: * Oneida County Tourism: https://www.oneidacountytourism.com/ * Discover Long Island: https://www.discoverlongisland.com/ * Destination Marketing Corporation of Otsego County: https://www.otsegocounty.com/departments/tourism/index.php * Genesee County Chamber of Commerce: https://geneseeny.com/ * I Love NY: https://www.iloveny.com/

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On this episode of Destination on the Left, I share my conversations with:

David Lee, Marketing Operations Manager at the Finger Lakes Visitors Connection
Rob Casetti, Senior Director at Corning Museum of Glass
Jennifer Sammartino, Deputy Chief of Staff for Visit Staten Island
Scott Keller, Executive Director of Hudson Valley River National Heritage Area
Jennifer Ackerson, owner of ALON Marketing Group

What You Will Learn in This Episode: * David Lee’s best advice to tourism marketing professionals from his experiences at the Finger Lakes Visitors Connection and other places * The 150-year history of glass in Corning and what Corning Museum of Glass did to make their monumental Glass Barge project a resounding success * How Jennifer Sammartino and Visit Staten Island took their destination from “the fifth borough” to a vibrant, bustling destination with a great waterfront corridor * The ingenuity of Scott Keller’s Hudson River Valley National Heritage Area team, as they devised an app to tell the story of all the national heritage sites along the Hudson River Rail line. * What Jennifer Ackerson and her company, ALON Marketing Group, do to give back to New York’s destinations and teach the state’s businesses how to grow and be successful tourism spots

Finger Lakes Visitors Connection David Lee is the Marketing Operations Manager for the Finger Lakes Visitors Connection, a position he has held for almost four years. Prior to that, David got his start busing tables, bartending, and eventually managing the IT at Lakes Nama and Canandaigua. David’s technological experience helped him land a job in tourism, where he has stayed for the past ten years. In the tourism industry, David has come to love helping people spend their free time enjoying themselves in the places that he’s grown up. He likes shaping experiences and seeing the things he’s worked so hard on benefit people directly, even if it’s just a map helping them to find their way. David encourages all tourism professionals to embrace their own leadership if they want to find themselves in management positions. He stressed creativity, knowing your strengths, and knowing your weaknesses when making decisions and taking on projects. Finally, David reminds all of us of how crucial it is that we take risks, be vulnerable, and make mistakes to learn and grow as tourism professionals. Following this advice is how David won the Excellence in Young Professional Leadership Award.

Corning Museum of Glass Rob Casetti is the Senior Director at the Corning Museum of Glass and the recipient of the Excellence in Overall Tourism Marketing Award. Starting out as a designer and project planner, early tourism struggles led Rob to trust in data and customer behavior to drive creativity and innovation. Since then, he and his team have engaged in numerous complex projects, including the now award-winning Glass Barge. The barge explores 150 years of glass history in New York, with 30 stops spread across five months stretching from Brooklyn to Buffalo to the Finger Lakes. This barge celebrates the voyage of glass from Corning to Brooklyn that occurred right after the Civil War. It features live glassblowing demonstrations, historic sites, authentic maritime travel, and many other attractions along the way. Rob credits the success of such a massive undertaking to partnerships with numerous outlets, including CVBs, museums, markets, and other locales. Understanding the complexity of the project and leveraging these partnerships helped bring the Glass Barge to 55,000 people, an amazing number. Rob is humbled to receive the award and knows how incredible it is to be recognized in a tourist state as great as New York.

Visit Staten Island Jennifer Sammartino is the Deputy Chief of Staff for Visit Staten Island and the recipient of the Excellence in Tourism Marketing Projects Award. In 2017, Jennifer was made Director of Tourism for New York’s fifth borough, which suffered from a reputation problem for a long time. While it doesn’t have Times Square or the Statue of Liberty, Staten Island is home to a pleasant mix of urban and rural areas, plenty of fun activities, historic Richmondtown, and the state’s only Tibetan museum. The hard part was building the borough’s waterfront corridor, raising awareness, and attracting tourists by removing negative stereotypes. Through collaboration with Empire State Development, I Love New York, The Staten Island Chamber of Commerce, and others, Jennifer and her team were able to elevate Staten Island. Popular tourist destinations and transportation outlets were prime targets for marketing campaigns while talking to the locals about why they loved Staten Island gave Jennifer a special lens through which to view the borough. The combination of partnership and local stories informed her team and helped them to revitalize Staten Island’s image as a fun tourist attraction, not just New York’s fifth borough.

Hudson River Valley National Heritage Area Scott Keller is the Executive Director of the Hudson River Valley National Heritage Area and recipient of the Excellence in Tourism Marketing Projects Award. Scott’s team developed a river and train tour app for riders of the Hudson Line between New York City and Albany. The app runs based on the theme of “What’s out the window?” When riders see something out of the train window or along the river, they can enter the app and explore six different themes, each one packed with historical information and stories about all of the sights to see. The trip was inspired by kayaking tours down the Hudson River and later evolved into a printed map of national heritage sites before finally becoming an app. While Scott acknowledges the difficulty of building, maintaining, and paying for an app, he credits his success to hard work and partnerships with places like Empire State Development and the app development company Oncell. Scott is honored to receive the award and blaze a new trail for Hudson River Valley tourism.

Alon Marketing Group Jennifer Ackerson is the owner of ALON Marketing Group and a recipient of an Excellence in Leadership Award. She got her start in tourism at Discover Long Island 25 years ago. Jen has since built her consultancy and seen the tourism marketing industry grow and evolve, all while keeping her favorite things about it: creativity, partnerships, and helping destinations succeed. She loves teaching and giving back to the communities she helps and stays motivated by working with people and destinations she cares about. Her marketing consulting company, ALON Marketing Group, has partnered with New York City to roll out a training program delivering all of her knowledge from 20 years of tourism marketing experience. The program will train businesses in sales, marketing, operations, and how to attract more tourism. Jen recommends all tourism leaders ask questions, network, follow up, and represent themselves well to see results in the industry. She thinks the award is very cool, and is honored to receive it.

Overview The common theme amongst all of these Excellence Award winners is the creativity, tenacity, and collaboration they have all brought to the table in different ways. Finger Lakes Visitors Connection’s David Lee is young but has the experience and spunk of an industry veteran. The Corning Museum of Glass achieved a colossal feat with its Glass Barge through partnerships and elbow grease. Visit Staten Island helped bring Staten Island from the back of people’s minds to the forefront of NYC tourism. Hudson River Valley National Heritage Area helped use modern technology to pique people’s curiosity about all of the exciting sights along the Hudson River. ALON Marketing Group brings Jennifer Ackerson’s 20+ years of experience to businesses and tourism professionals across New York in a friendly, teachable way. All of these award winners have helped foster innovation and drive New York’s tourism industry forward, and I am honored to speak with all of them about their accomplishments.

Resources: * Finger Lakes Visitors Connection: https://www.visitfingerlakes.com/ * Corning Museum of Glass: https://www.cmog.org/ * Visit Staten Island: http://visitstatenisland.com/ * Hudson River Valley Heritage Area: https://www.hudsonrivervalley.com/ * ALON Marketing Group: http://www.alonmarketing.com/

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Judi Hess is the Director of Visit Binghamton, a position she has held since June 2016. Prior to her promotion, Judi was the Manager of Tourism & Special Events for over 20 years. Visit Binghamton is a department of the Greater Binghamton Chamber of Commerce that is focused on increasing tourism in Broome County. Visit Binghamton is the official tourism promotion agency for Broome County. Judi has been with Visit Binghamton since 1995.

Visit Binghamton focuses on tourism promotion, consumer marketing, cooperative advertising programs and making sales calls on professional planners (sporting groups, conventions, and tour groups). Tourism is an ever-changing industry with new initiatives and opportunities, and Judi welcomes the opportunity to never stop learning and taking on new challenges. Additionally, she serves on several local committees and works closely with our elected officials and hospitality industry partners.

In 2017 the new Visit Binghamton brand was unveiled, giving the CVB a new look, new direction, and new energy. The rebrand is one of Judi’s proudest accomplishments.

Judi enjoys travel and experiencing new things as well as exploring the community she lives in. From great dining and craft beverages to taking in a hockey game, life is good! A lifelong resident of Broome County, she sees her work as a way to let everyone know what a great place this is to visit, live and work.

On this episode of Destination on the Left, I talk with Judi Hess about her rebrand of Visit Binghamton and the variety of partnerships and creative solutions she’s used to craft a spectacular destination.

What You Will Learn in This Episode: * How a rebrand revitalized Binghamton’s tourism industry and the creativity that Judi and her team put into that * The challenges that have brought out Judi’s creativity and how she and her team stepped up and tackled the adversity * Judi’s team’s usage of technology and video to promote Binghamton * Unique strategies Judi has used to expand Binghamton’s reach over social media * All of the collaborations that have helped Binghamton blossom as a tourist destination * Creating strong partnerships and steps you can take to help parties relate to each other * Engaging the local community to improve satisfaction for both visitors and people who live at your destinations

A Creative Rebrand Binghamton is a vibrant and bustling part of New York that’s growing in popularity with each day. We can point to many factors for its success, and one of them is the fresh new take on its tourism department, Visit Binghamton. The department has its director, Judi Hess, to thank for its recent 2017 rebrand. Judi is very proud of this accomplishment, and I was happy to have her share it with me.

Judi and her team saw the incredible things happening in their community and knew it was time for a change. With live music almost every night and art galleries opening up where there used to be cigar factories, Visit Binghamton brought restaurants, hotels, government officials, and university representatives to help answer one question: Who are we? This collaboration helped them realize the importance of the individual contributions of every person, whether local or visiting from across the country. Visit Binghamton came out with a fresh new tagline: “Be a Part of Our Story”.

Bold colors and prints for the new brand perfectly compliment exciting new developments in Binghamton’s tourist industry. Imagine seeing Animal Adventure Park, an interactive animal exhibit with giraffes, zebras, monkeys, and more. The growing beer industry is promoted by inner tube rides down the Beer Tree River, while the hospitality section has had a drone fly through. It’s no wonder people from across the world tune in to Binghamton’s social media!

Creating Strong Partnerships Judi’s team couldn’t have done it without the collaborations and partnerships they built along the way. One of the most important, the LUMA Projection Arts Festival, helped Binghamton break into event marketing in an awesome and special way. Connecting LUMA to I Love NY and other NY marketing brands grew the event into a huge and successful show. Using hospitality, restaurants, and travel writing partners has helped this event and partnership blossom in an incredible way.

Transparency is one of the key features of partnerships with Judi’s team. By leveraging existing partnerships and introducing those people to new potential collaborators, channels of communication are opened and people begin to speak the same language. Judi’s team acts as a middle man to create strong bonds between organizations and weave a network of cooperation that has helped bring Binghamton to the forefront of New York tourism.

On the individual level, Judi focuses heavily on making sure that Binghamton locals are happy and that they see their town as thriving and improving. Judi creates a positive atmosphere that leads the locals to tell their friends across the country how much they love living there. That positivity eventually spreads to Binghamton tourists and secures a future for Binghamton as a popular New York destination.

Resources: * Email: judi@visitbinghamton.org * Website: https://visitbinghamton.org/

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Creating a great customer experiences with hospitality, food and beverage has been a passion of Suzanne’s since her very first job. Suzanne is always looking for ways to bring new and interesting experiences to guests, and that is what she brings to Red Shed Brewery. As head of innovation and marketing, Suzanne seeks to be the connection between Red Shed and the brewing industry, working with her father Jack and brewers on interesting flavors and trends that use locally sourced New York hops and grains, and working with her husband David and tap room managers to understand the guests and clientele served to ensure that Red Shed remains connected with the community.

After graduating from the University in Arizona with a degree in Business Management, Suzanne worked at UCLA as Marketing, Media and Public Relations Manager. She moved to Pittsburgh, PA in 2002 and spent 14 years in the retail food industry working in food marketing, customer relationship marketing and finally found her calling being the head of customer experience for the chain of grocery, convenience and pharmacy locations. After getting married, having kids, and being convinced by her father Jack to bring her hospitality and food expertise to Cherry Valley, NY, Suzanne and the family took a leap of faith and joined the family business Red Shed Brewery in 2017.

Suzanne splits her time developing patient experience initiatives at Bassett Healthcare, teaching yoga and the brewery. Living up to the tagline of Local, Handcrafted, Fresh is Suzanne’s mission, and she wants to create that experience for her guests with each beer, flavor, experience and visit to the brewery.

On this episode of Destination on the Left, I talk with Suzanne Olson of Red Shed Brewery about the customer experience and how to operate a business with a person-first mindset.

What You Will Learn in This Episode: * What leaders in large companies can learn about running small businesses and what that transition taught Suzanne * How a person-first approach benefited Suzanne’s brewery and what that philosophy looks like in practice * Using feedback to ensure your company is always growing and improving * Handling the “slow season” and getting creative with your destination * The effects of co-opetition and collaboration on Suzanne’s brewery and how to forge meaningful partnerships * What targeted marketing can do to help diversify your audiences or explore your niche

Putting the Customer First Suzanne Olson is a strategic and innovative customer experience and marketing professional with 16 years of progressive experience and related education. She spent 14 years at Giant Eagle, a New England grocery chain, directing customer service and marketing strategies. She then transitioned from the large grocery chain to a small brewery, Red Shed, in upstate New York. I was so happy to talk to her and get a glimpse into this exciting industry!

Suzanne’s background means she has a special perspective on serving customers and giving them experiences to remember. Her switch from a company with 37,000 employees to a small brewery of 14 people gave her insight on operations, service, and training. She discovered how relevant company culture is to a smaller organization and resolved to put customers and people first.

Small businesses in the travel industry face unique challenges that large corporations don’t otherwise know about. It’s very easy to neglect things like training when running an in-season destination for seven days a week. Suzanne’s person-first approach is a great fix for this and other problems Red Shed has dealt with. Her company brews and works for the customer. As a result, the company has adapted to local tourism by implementing a beer garden, yard games, giant Jenga, tractor tires, and a family-friendly menu. The family focus carved out a niche for Red Shed that appeals to a broad range of customers who just want to relax.

Craft Brew Collaboration Suzanne’s creative “customer-first” practices have put Red Shed ahead of the game. To help her along the way, Suzanne and her company have consistently asked for feedback to ensure they’re always improving and recreating their winning formula. This level of creativity and flexibility is extremely helpful for when Suzanne’s business faces its inevitable challenge: the slow season.

To shake things up, Red Shed “invents events,” as Suzanne puts it. Events such as a prom party and other fun festivities keep people interested, while new beers keep them coming back for more. Other features, like an Oktoberfest party with a variety of attractions, continue to draw new and diverse audiences. Targeted marketing helps Suzanne build a vision for Red Shed and the events and ideas she wants to try out. In the large market that is the brewery business, Suzanne has discovered the magic of collaboration. Red Shed’s one-of-a-kind brews are a great way for the brewery to partner and promote local farms and spotlight their ingredients.

Suzanne’s collaboration extends to the Destination Marketing Corporation of Otsego County, where she serves on the board. Suzanne regularly offers help to the DMCOC while informing them of Red Shed’s local events and plans. She reinforces transparency as a valuable trait for any destination or company to have. By staying transparent, partners like local restaurants trust Red Shed and work with them to the benefit of both companies.

Resources: * Website: www.redshedbrewing.com * Instagram: @redshedbrewery * Facebook: @redshedbrewery

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Jim Walter has been in the Destination Marketing world for the past 16 years. He got his start leading Madison County Tourism in upstate NY for 10 years as its executive director. For the past six years, he has led the sales and marketing efforts for Visit Cheyenne in Wyoming. He is a former president of the New York Travel and Vacation Association and is currently the president of the Rocky Mountain Chapter of PCMA. He enjoys creating memorable experiences that help grow the local economy through tourism.

Jim is an avid backpacker, runner, hunter, and snowshoer and enjoys spending as much time in the mountains as possible, and seeing his daughter and friends. He is a graduate of St. Bonaventure University and holds an M.S. in Service Management from the Rochester Institute of Technology. Jim is recognized as a Certified Destination Management Executive by Destinations International.

On this episode of Destination on the Left, I talk with Jim Walter about how he meandered into destination marketing and the creative ways he continues to attract crowds to Cheyenne, Wyoming.

What You Will Learn in This Episode: * Some of the various meandering ways that people end up in the tourism industry, including Jim’s own story * How Jim earned his title as a Certified Destination Management Executive * The creative tactics and ideas Jim has employed in his various roles to compete in the tourism market * Jim’s strategies to bridge the generational gap and get young people interested in the Old West culture of Cheyenne * Some of the rich history of Cheyenne and Wyoming and how Jim and his colleagues use that to attract tourism and celebrate the destination * Features of good “co-opetition” in the tourism industry and what matters most to the tourists you attract * How Jim sees the travel marketing industry evolving and the best practices to keep up with this evolution

Meandering Into Destination Marketing Jim Walter wanted to be a baseball broadcaster when he first entered college. During one of his summers he got to do just that, only to realize it wasn’t what he wanted. He worked in radio for a while until he got fired, which led him to take a job doing sales for the Greater Syracuse Chamber of Commerce. Ever since then, Jim has worked in destination marketing and has loved every minute of it.

Jim’s career has taken him from upstate New York to Cheyenne, Wyoming and taught him ways to be flexible and creative along the way. While working in Madison County, Jim experienced the advent of digital marketing and got the opportunity to improve the area’s hospitality industry in unique ways. He started “Mad Foods,” a food blog dedicated to telling the stories of cideries and farm-to-table restaurants in the county. This same creativity transferred over to his efforts for Cheyenne, where he decided to start wearing a cowboy hat, boots, and a buckle to conferences and networking events. He attracted attention and solidified the brand of Cheyenne as a real Old West destination.

These destinations have taught Jim how to play to his brand’s strengths without trying to make the destination something it’s not. This can sometimes present challenges, as it’s tempting to morph your brand into something new in order to fit with the times. In Cheyenne’s case, Jim knows that the Old West brand is a mainstay and that it’s best to integrate it with the modern day rather than scrap it completely.

History and Looking Forward Many people don’t know of Wyoming’s rich history, and the younger generation continues to grow further removed from America’s Old West roots. In his “That’s My Cheyenne” video initiative, Jim had locals share the fun attractions that Cheyenne has, such as its nightlife, mountain biking trails, arts, and symphony. Cheyenne’s Frontier Days, the largest outdoor rodeo in the world, even hosted Post Malone, a stellar example of integration between a brand’s roots and modern times.

Once people are attracted to Wyoming and Cheyenne, they can continue to learn of the history of the area. Wyoming was the first U.S. territory to grant women the right to vote and the right to hold office, and Cheyenne has been celebrating the “Year of the Woman” to mark the law’s 150th anniversary. You can learn more about the state’s incredible women’s rights history in their newest inspirational video, “Cheyenne, Wyoming: The Birthplace of Women’s Suffrage” (link here: https://youtu.be/VOYkf_g79LQ).

As the tourism industry continues to evolve, Jim has plenty of best practices to keep up with the times. Jim reminds us to always leverage “co-opetition”, citing the Brew Central campaign of New York as a great example of collaboration between competitors. As it becomes easier to advertise and market your destinations via social media, Jim stresses how important it is to devote your resources first to building a place people will want to visit. If you do that, eventually people will want to live there, and then businesses will thrive there. This is great advice for any tourism professional, and I hope you commit it to your heart as you grow and progress all of your special destinations.

Resources: * Website: https://www.cheyenne.org/ * Email: jim@cheyenne.org * YouTube: https://www.youtube.com/user/CheyenneCVB * Instagram: @visitcheyenne

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Josh Collins has a background grounded in live entertainment and experience design. He helps brands develop better rhythms of connecting with their audiences both online and off. After 15 years of traveling the world with brands like Stevie Wonder, The Roots, John Legend and more, Josh was attracted to take over and lead the Visit Franklin brand for Franklin, Tennessee, located just south of Nashville.

After five and a half years growing Franklin’s brand, developing their digital platform, and eventually increasing the visitation rate by 13.6% in 2018, Streetsense reached out to Josh and brought him on board to lead the Destination and Travel and Tourism practice. Now he’s honored to join countless other destinations and travel and tourism brands and help them grow their reach, connect with their audience, and create a healthier, more sustainable tourism product for their community.

On this episode of Destination on the Left, I talk with Josh Collins about designing travel experiences that are personal and impactful and bringing together local communities to make memories for people all over the world.

What You Will Learn in This Episode: * How growing up around live music shaped the lens of Josh’s world * Josh’s affinity for digital and how he used it to help artists develop their brands * Different trends of personalization in travel and tourism * Tools that tourism boards are using to collect data that will help improve visitor experiences * The importance of activating local communities to create an attractive aura in the destination

Designing Experiences Since he was six years old, Josh Collins has been on a tour bus alongside some of the most famous musicians in the world. Working with the likes of Stevie Wonder, The Roots, John Legend, and more, Josh has been exposed to destinations across the globe and been a part of numerous crowd-pleasing experiences. From this wild life, Josh learned what it takes to design memorable experiences and events for others to enjoy.

Josh and his company, Streetsense, have seized on a cliche trend in travel and tourism and breathed new life into it: personalization. When it comes to creating experiences that stick with people, the smallest details can have a big impact. Josh’s team ensures that destination staff are warm, personal, and always there to attend to their guests’ needs. Technology is employed to enable users to customize their experiences at Josh’s destinations, surveying and choosing the attractions they want to see and sharing their feedback with the rest of the world.

The point of it all is a connection. When trying to think of what attracts people to a destination, Josh calls to mind the little things we all might love about our hometowns: our favorite places to eat, parks to walk in, or spots to catch a breathtaking view. These are the things that connect us to locations; mimicking them can be an important tool to maximize satisfaction with experiences. Identifying those local gems and bringing them to people will satisfy the community and all of the lucky people who get to experience its hidden treasures.

Vibrant Destination and Learning From Others On Destination On The Left, we talk a lot about collaboration and “co-opetition”. Josh Collins is a certifiable expert in these concepts, as his mission is to constantly team up with other partners to make his destinations and experiences successful. Streetsense’s “Vibrant Destination” program is the recipe for Josh’s experience architecture and design.

The program is all about synergy. That may sound like a buzzword, but it’s an important concept. Josh’s team ensures that all aspects of a destination are cooperating from top to bottom and receiving an equal voice in how to build a unique experience for tourists. Local businesses, concert venues, visitor bureaus, tourism agencies and more all work hand-in-hand to build successful experiences and places for people to visit again and again.

On a more personal level, Josh believes that the best way to collaborate is through mentorship and friendly conversation. A lack of conscious respect during conversation makes discourse and discussion difficult and the design process suffers as a result. If you respect someone’s work, you should take them out to coffee and ask them for help. Only through partnership and shared knowledge can we as tourism professionals continue to design experiences that will stay with people for a lifetime. I hope that Josh’s wisdom will inspire you to take the steps you need to start designing touching, impactful experiences for your tourists today.

Resources: * Josh’s Email: jcollins@streetsense.com * Website: www.streetsense.com * Instagram: @realstreetsense * Facebook: @realstreetsense

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Kevin Costello is the President of the Steuben County Conference and Visitors Bureau, the official tourism promotion agency for Steuben County, NY. Kevin manages a team of five tourism professionals who tell the destination’s story with a strategic and research-based approach to increase accommodation occupancy and tourism expenditures within Steuben. In his previous position, Kevin served as Director of Economic Development and Tourism for the Town of Abingdon, Virginia. Kevin has developed several award-winning programs such as the Wine Trail of Botetourt County, the Upper James River Water Trail, the Abingdon Music Experience, and Rooted in Appalachia. Under Kevin’s leadership, the Abingdon Convention and Visitors Bureau was awarded Tourism Office of the Year by the Southeast Tourism Society in 2014.

On this episode of Destination on the Left, I talk with Kevin about how creativity drives tourism marketing and how being a better collaborator increases your destination’s chances of success.

What You Will Learn in This Episode: * Kevin’s hospitality journey and how he fell in love with working in tourism * How Kevin has invested his creativity to generate unique projects for his various destinations * The process of building and troubleshooting a tourist destination and how to properly market for it * The challenges of running a visitors bureau and how Kevin has creatively overcome obstacles * How collaborations have helped Kevin’s projects come to fruition * Tips for finding mutual assets and best practices for being a better collaborator * Evolutions Kevin has observed in destination marketing, what his company is doing, and how he thinks the field will continue to change

Creativity in Tourism Marketing Kevin Costello is the current President of the Steuben County Conference and Visitors Bureau. Kevin got his start in tourism marketing working at Montauk Point, Long Island, before earning a degree in travel management from Rochester Institute of Technology. He gained experience at resorts in Florida before pursuing his master’s degree in tourism management from the University of Tennessee.

Throughout his career, Kevin has occupied tourism positions in unique places, such as Danville, Virginia (AKA the last capital of the Confederacy); Margarita Island in Venezuela (sounds like torture, right?); Disney World; and the Finger Lakes region of New York. Running through it all was Kevin’s creativity, the engine that drove him to start rural Botetourt County’s tourism industry from scratch, create a winery tour, and put together the Upper James River Water Trail. Since working for Steuben County, Kevin has learned the importance of navigating government bureaucracy, mastering tourism fundamentals, and using all available channels to reach tourist audiences. He draws on experiences overhauling Abingdon’s tourism industry by marketing the Creeper Trail without upsetting town traditionalists who loved its main attraction, the Barter Theater.

Co-opetition and Creativity Despite his successes, Kevin acknowledges the X factor I always come back to: collaboration, or “co-opetition.” To assemble his upcoming project for the Finger Lakes area, a trail that involves over 200 agrotourism attractions, Kevin is collaborating with professionals in a variety of agricultural industries, including alpaca and cheese.

Another collaborative project of Kevin’s, Rooted in Appalachia, saw collaboration with local nonprofits to increase sustainability for local farms. Using farmer’s markets, restaurant tours, websites, and more, Kevin’s team helped to push the farm-to-table philosophy to tourists and supported two different counties of 25 farms. In addition, Kevin’s team assembled a group of chefs to compete in the Cast Iron Cookoff in West Virginia and promote the area. As Kevin demonstrates, tourism marketing is equal parts hard work and fun reward!

To be a good collaborator, Kevin stresses how vital communication, brainstorming, commonality, and responsibility are for successful partnerships in the tourism industry. Don’t be afraid to shoulder a heavier or lighter load if your partners have different assets than you do. As long as you continue to pull your weight, invest your creativity, and have a little fun, tourism marketing partnerships will be one of the best decisions you make.

Resources: * Website: www.corningfingerlakes.com

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Brittany Gibson is the Executive Director of the Seneca Lake Wine Trail. Her experience with wine began as Advertising Director and Wine Club Manager at Fulkerson Winery, a position she held for 10 years. In her previous capacity at the Watkins Glen Area Chamber of Commerce, Brittany was responsible for promoting Schuyler County’s tourism industry by creating and implementing tourism marketing and public relations programs. She was also responsible for developing and implementing programs to increase the visibility and credibility of the Chamber.

Brittany serves on the Finger Lakes Regional Tourism Council Board of Directors, the Finger Lakes Tourism Alliance Marketing Committee, the Schuyler County Planning Board, and the Community Development Corporation Board of Directors. She volunteers her time serving as the coordinator of her family’s charity organization, Team Charlie.

On this episode of Destination on the Left, I talk with Brittany about the importance of partnership and “co-opetition” in promoting your destinations. Brittany explains how she sorts through the noise and keeps people coming back to Seneca Lake Wine Trail day after day.

What You Will Learn in This Episode: * Brittany’s experience of sorting through the noise and reaching the consumer as a travel marketer in the wine industry * The power of partnership and co-opetition in Brittany’s marketing strategies for wine and tourism * Why knowing your target audience and how to market to them is pivotal to your brand, with examples of Brittany’s “wine personas” * Leveraging state and private partnerships to advance your brand * Getting people engaged in your winery destinations, keeping them coming back, and growing your audience * Brittany’s best practices on helping partnerships function well and how to take charge in cooperative situations

Sorting Through the Noise As destination marketers, Brittany and I are both very familiar with the noise that surrounds what we do and how it can hurt the connection between us and the consumer. For Brittany, it was important to realize that the brand and its mission were about the consumer and reaching them in a simplistic and user-friendly way.

Since starting her new job, Brittany and her team have staged a large-scale digital media buy to significantly increase Seneca Lake’s exposure to the public. In addition, Brittany has helped to launch a new website for the wine trail, giving consumers the opportunity to explore the wines and locations they’d like to try out.

In focusing her marketing efforts, Brittany has zeroed in on three distinct “wine personas” in Seneca Lake’s target audience. The first persona, the next-generation or millennial wine drinker, is the future of the wine tasting business. The second, the “wine is life” persona, covers 35- to 50-year-old women who love immersive wine experiences as much as the wines themselves. The third persona, the fine vintage wine drinkers, are baby boomers who know their wines inside and out.

The Power of Partnership Market research, media buys, and web development aren’t easy to do alone. For Brittany, one of the most valuable assets to making all these works is the partnership network Seneca Lake has created. In growing Seneca Lake Wine Trail as a destination, Brittany has partnered with our very own Break the Ice Media to craft Seneca Lake’s message through social media and website content.

Alongside our partnership, Brittany has built connections with restaurants, tourist attractions, and chambers of commerce all around Seneca Lake. Brittany believes that by leveraging co-opetition with public and private partners, she and her team have helped turn Seneca Lake into a true tourist destination, not just a series of wineries.

Brittany’s network of partners collaborates extremely well. To form and maintain such strong partnerships and cooperation, Brittany tells our audience to take charge, trust their instincts, and have confidence in their experience to be successful. If you’re never afraid to learn and ask questions, your partnerships and business will flourish.

Resources: * Website: https://senecalakewine.com

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With a talent for creating special events that blossomed while working for her dad’s car stereo shop, Nicole Mahoney got her start in marketing at Frontier Field in Rochester. She also began serving as the executive director of the internationally known Lilac Festival. Later on, she headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester.

In 2009, Nicole founded Break the Ice Media, with more than 20 years of experience in tourism marketing. She now hosts “Destination on the Left”, a highly successful tourism marketing podcast.

As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. She has the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success.

On this episode of Destination on the Left, Nicole shares a personal family story that has inspired her to never give up even when the going gets tough. She explains why using this advice is important to all professionals and how applying it can make you a better tourism marketing specialist.

What You Will Learn in This Episode: * Why you should always go for it – just like Nicole’s daughter * Changing the “soundtrack” in your head to conquer self-doubt * How to avoid “imposter syndrome” in your quest to pursue your dreams * How to own your experiences as a unique individual * The power of stories and their impact on our successes

Believing in Yourself What inspires you to keep moving forward, no matter the obstacle? For Nicole, it’s the story of her daughter Maeve’s perseverance and strength in the face of self-doubt.

With the goal of being selected as the commencement speaker at her high school graduation, Maeve saw the competition and was filled with self-doubt. Stricken with “imposter syndrome”, Maeve believed she was not good enough and that there would always be somebody better for the job. Nicole quickly reminded her: “The only way to know for sure you won’t get picked is to not even try.”

Realizing she should aim for what she wanted, no matter the odds, Maeve took the leap and went for it. The result? She was selected as one of the two speakers at her commencement. From her success, tourism marketing professionals should always be reminded to aim high, go for it and never give up. You never know if you don’t try.

The Power of Stories Maeve was inspired after being moved by the commencement speaker at her sister’s graduation. Nicole continues to be inspired by what Maeve shared in her speech: a personal story about great adversity.

Maeve suffers from chronic lung disease, a condition that put her in the emergency room for eight weeks in 2002. Despite a seemingly impossible uphill climb, Nicole, her husband and Maeve persisted, and Maeve was off of oxygen and medication without a transplant when she was five years old. Although she doesn’t remember much of it, Maeve was able to teach everyone the power of her own story and remind her parents of the power of theirs.

Stories like Maeve’s remind us of how different we are and how stories reach us differently. The one constant is this: we all have the power to see the good in stories, change the soundtrack in our heads and go for it. Nicole hopes that this episode and Maeve’s story will resonate with tourism marketing professionals just as much as they did for her.

Resources: * Email: nicole@breaktheicemedia.com * Twitter: @Break_TheIce * Facebook: @BreakTheIceMedia

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Gina Nacey is president and executive creative director of Adventure Creative, an agency based in Minneapolis, Minnesota. Their focus is on active lifestyle brands, recreation, and destination marketing. Gina has led the strategy and creative direction of Explore Minnesota’s brand new “Find Your True North” campaign, and the Minnesota Zoo’s “Where Amazing Lives.” Adventure Creative helped Sun RV Resorts launch a signature tier of resorts – among much more great work.

Throughout her 20 year career, Gina’s work has been recognized with hundreds of Addy awards, including many Best of Show and Judge’s Choice awards. She was also honored with the American Advertising Federation Silver Medal for achievement in advertising.

Gina has taught advertising, copywriting, and public relations. She has traveled nationally to judge advertising competitions, worked on several nonprofit boards, and served in a variety of roles with the American Advertising Federation.

On this episode of Destination on the Left, I talk with Gina about the creative and strategic work it takes to connect emotionally with your target audience to build a great brand. We talk collaboration and doing work that transcends ego to put the client’s needs first.

What You Will Learn in This Episode: * Why solving business problems is the heart of marketing * How to make an emotional connection with people’s need to visit your destination * Why marketing needs a seat at the table in broader business decisions * How to use real experiences from visitors to tell your story * How to create truly collaborative relationships

Solving A Business Problem Destination marketing is much more than finding the right words and images to describe your organization. Ultimately it is about solving a business problem to bring visitors to you again and again.

Gina describes her education and experience and how that connects directly with the wide range of skills needed to help solve destination business problems. She said, “We are never doing creative for creative sake. We’re always trying to solve a problem. That requires looking at the numbers and understanding the audience and understanding what the client is really trying to achieve.”

Whether you’re in the agency business, or you’re a DMO or a tour operator, or working in a museum; whatever your role is, you’re there to solve that business problem, move the organization forward, and meet visitor needs.

For Real Co-opetition Whatever aspect of travel and tourism you are in, you want to win the business. We all know that co-opetition is sometimes the best way for a rising tide to lift all boats. But what if you are competing for exactly the same client at the same time?

That’s the situation Gina found herself in. When an RFP went out for a job, her company was a strong contender. It was between Adventure and another agency local to the client. That’s when Gina said, “Why don’t we share the work? They can do PR, and we can do the branding side and collaborate on everything.” The client was shocked that they would agree to that.

The project turned out well, and the collaboration was real. They made decisions based on what was best for the client. Everyone checked their ego at the door, and that made everyone a winner. We make a point to weave co-opetition into the podcast for exactly these reasons.

Resources: * Website: www.adventurecreative.com

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Mandy Hagadorn serves as marketing manager at New York Kitchen, an event and education space for all things food and beverage in New York State. She grew up on a farm near Canandaigua, New York. She graduated with a degree in anthropology from Nazareth College. After college, Mandy got involved with event planning in both her personal and professional life. At New York Kitchen, she started as an event planner and quickly moved into the marketing manager position.

She still loves organizing the Craft Beer Festival and is excited about a brand new bourbon-focused festival she’s spearheading for New York Kitchen.

On this episode of Destination on the Left, I talk with Mandy Hagadorn of New York Kitchen about everything from event planning to rebranding. How do you manage a massive rebranding campaign? How do you plan an event from scratch and keep existing events fresh? We’ve got great answers and inspiring conversation in store on this episode.

What You Will Learn in This Episode: * How to avoid mission creep when you offer a variety of programs and activities * The challenge and opportunity of managing a rebrand process * How to turn events into memorable experiences * Keys to a good partnership * Simple ways for businesses to work together to make shoulder seasons more profitable

Offering Variety Around a Unified Mission New York Kitchen offers a lot of activity: classes, special events, and a place to dine on everything New York State has to offer. Mandy and I talk about how to create a unified mission around a wide variety of programs and activities. With everything a geographically large and diverse state has to offer, how do you stay on point? It’s a challenge Mandy enjoys tackling, and she has some good advice on avoiding mission creep.

Managing a Rebrand NY Kitchen wasn’t always New York Kitchen. Up until about a year ago, it was called the New York Wine and Culinary Center. But as craft beverages of all kinds have expanded in recent times, “wine and culinary center” did not capture the fullness of what New York has to offer.

If you have ever been involved in rebranding a place with some history and a current fanbase you don’t want to alienate, you know it can be an exciting and stressful experience. Mandy and I talk candidly about some unexpected challenges she and her team needed to overcome in the process.

But the process made them stronger – staying connected with those loyal customers but also showing who they were to a new target demographic. She reflected, “The biggest challenge we faced here at New York Kitchen was the rebrand. But the biggest blessing that we’ve had here at New York Kitchen is the rebranding.” This is a great conversation to listen in on for ideas on what to expect and anticipate as you rebrand a known entity.

Resources: * Website: www.nykitchen.com

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Drew McLellan is a marketing veteran who has run his own agency for over 25 years, helping clients create authentic love affairs with their customers. He also helps other agency owners learn how to take their business to the next level through cohort groups and resources through Agency Management Institute. He loves to create “Aha” moments for his clients, peers, and audiences across, through vivid storytelling, Italian heritage-inspired hand gestures, and the occasional tipping of a sacred cow.

Drew is also one of the world’s top marketing and branding bloggers according to Ad Age’s top 150 index. Recently, he has appeared in The New York Times, Entrepreneur Magazine, Business Week and Fortune Small Business. The Wall Street Journal calls him “One of the 10 bloggers that every entrepreneur should read.”

On this episode of Destination on the Left host, I talk with Drew about what it takes to build a great relationship with your marketing agency. Getting your destination’s message out to your ideal customers is getting more complex, not less. Open communication and confidence in your agency are crucial. It’s a wide-ranging conversation with great tips on knowing what to look for and expect from a great agency.

What You Will Learn: * How to vet marketing agencies to find the right fit * Why finding an agency that specializes in destination marketing is important * How to have an open and honest relationship with your marketing agency * How to handle tough conversations with your agency * Best practices you should look for when hiring and working with an agency

Marketing Collaboration We’re a long way from the Mad Men days. It’s no longer enough for an agency to swoop in to tell you the messages you need to spread, and purchase airtime and print space and make it to that 3 martini lunch by 11:30.

The channels available for your messages are almost limitless, and the work is much more complex. Clients and agencies are, or should be, working more collaboratively to discover customer personas, define the buyer’s journey, and craft the right messages to grow your business. In the conversation, Drew made this observation, “A great agency is really a great business advisor. It’s much broader than deciding what ad you are going to put on Facebook or running a radio spot.”

When it comes to agency relationships, marketing collaboration is the name of the game, you want an agency who plays that way.

Setting Expectations A great agency relationship starts with good communication. This needs to happen at two levels. You need time and space to communicate voice-to-voice and face-to-face, along with the texting and email communication that happens while doing business. One piece of communication Drew mentions that clients and agencies too often overlook: gratitude. Saying thanks when your collaboration partner goes above and beyond the call of duty goes a long way in shaping a strong relationship.

The second part of setting clear expectations is getting it in writing. Also, put it in writing! Make a good contract that makes expectations clear. Drew’s vast experience leads him to the following conclusion: “Whatever the problem is, I promise you it’s not just the agency’s fault and it’s never just the client’s fault either.”

A great relationship with your marketing agency doesn’t just happen. This episode is full of tips, steps and best practices for making the most of your marketing dollars through that agency relationship.

Resources: * Website: https://www.mclellanmarketing.com/ * Website: https://agencymanagementinstitute.com/

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We recently attended the 2019 NYS Tourism Conference in Buffalo, New York and interviewed presenters, conference attendees, and Tourism Excellence Award winners. My interviews focused on the conference themes of inclusion, fostering community engagement, and "tourism is everybody's business", as well as key takeaways from the conference. This episode focuses on some of the award winners, and I hope you find these conversations informative and inspiring.

In this final episode of the series, I share my conversations with: * Kelly Blazosky, President of Oneida County Tourism * Patrick Kaler, President and CEO of Visit Buffalo Niagara * Rebekah LaMoreaux, President and CEO of Watkins Glen Chamber of Commerce and Ronald Roney, Director of Watkins Glen State Park

What You Will Learn in This Episode:

How seven different counties partnered for Oneida County Tourism’s “Bike Thru History” program, intended to highlight Revolutionary War destinations for visiting cyclists and to bring new cycling enthusiasts to the region
How a character named the Unexpected Buffalo was featured in a wide-ranging marketing campaign across many forms of digital media, showcasing the numerous experiences and destinations on offer in Buffalo
How a unique partnership between a state agency and a local chamber of commerce led to the construction of a brand new Welcome Center at Watkins Glen State Park, showcasing not only the park but the other events and destinations in the community

Oneida County Tourism Kelly Blazosky from Oneida County Tourism discusses their award-winning "Bike Thru History" program, developed in partnership between Oneida County and six other counties. She shares how the program was developed as a way to engage biking enthusiasts and give them an opportunity to bicycle to important historical sites from the Revolutionary War throughout the region. Kelly explores how they engaged cycling professionals to help determine how to interconnect looping bike paths of varying challenge levels that would also connect with the historical sites. She shares how they developed thirty new routes for cyclists, using the Erie Canalway corridor as the main branch from which the paths would extend. She also discusses how they created a website to showcase the newly looping routes, and how they connected with a cycling route and GPS app to include the routes. Kelly explains how coordination between the various groups and assets and keeping clear communication were key to the program's success. She shares her pride in winning an Excellence Award and her gratitude toward all of the partners involved.

Visit Buffalo Niagara Patrick Kaler from Visit Buffalo Niagara discusses their "Unexpected Buffalo" marketing campaign featuring the character of the same name and his journeys through the destinations and experiences available in Buffalo. He explains how the campaign was launched across 30-second TV spots, print ads, newspapers and magazines, transit advertising, and across social media. He discusses how the target markets for the campaign included Toronto, Rochester, Erie, Pittsburgh, and Cleveland. Patrick shares how the Unexpected Buffalo character is a fully-realized and interactive creation with his own social media presence. He also discusses how the Unexpected Buffalo campaign generated more than $108 million in its first year alone, for a return on investment of $84 for every $1 spent. He shares how the idea for the Unexpected Buffalo campaign was developed almost exclusively in-house and why taking risks and being bold were important to the success of the campaign. He discusses how being recognized by the state and peers is a great thing to take back to stakeholders.

Watkins Glen State Park and Watkins Glen Chamber of Commerce Ron Roney from Watkins Glen State Park discusses renovations to the park and the inclusion of a welcome center located at the main entrance of the park, done in collaboration with the Watkins Glen Chamber of Commerce, and he shares how it has made a major impact on the community. Rebekah LaMoreaux from the Watkins Glen Chamber of Commerce shares how the Chamber partnered with the Park as an opportunity to share with visitors the many other opportunities Watkins Glen has on offer. Ron shares how his biggest takeaway from the project was that the collaboration between a state agency such as the Park and the local tourism services can offer powerful benefits to both parties. Rebekah shares how she learned that promoting tourism is everyone in the community's job. Ron talks about the honor he felt at being recognized for their work, and he shares the pride he feels at contributing toward the positive impact the collaboration is making to the entire region. Rebekah shares her surprise and joy that the state agency gave the project their stamp of approval in the first year, and she discusses the potential of future partnerships.

Overview These 2018 NYSTIA Tourism Excellence Award winners truly demonstrate how thinking outside the box can create tremendous new opportunities. From unique partnerships to original characters, these organizations prove that successful tourism marketing requires creative thought, fresh ideas and teamwork. I hope you’ve enjoyed this series of episodes and learning from the 2018 NYSTIA Tourism Excellence Award winners across all three episodes. Please remember that you can now submit nominations for the 2019 awards by following the link in the resources section below. Thank you for listening!

Resources: * The Wild Center website: www.wildcenter.org * Destination Niagara USA website: www.niagarafallsusa.com * Watkins Glen Chamber of Commerce Website: www.watkinsglenchamber.com * Watkins Glen State Park Website: https://parks.ny.gov/parks/142/ * Rachel Laber Pulvino's LinkedIn: www.linkedin.com/in/rachellaber/ * 2019 NYSTIA Excellence Award nomination website: https://www.nystia.org/news/excellence-in-tourism-call-for-nominations

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We recently attended the 2019 NYS Tourism Conference in Buffalo, New York and interviewed presenters, conference attendees, and Tourism Excellence Award winners. My interviews focused on the conference themes of inclusion, fostering community engagement, and “tourism is everybody’s business”, as well as key takeaways from the conference. This episode focuses on some of the award winners, and I hope you find these conversations informative and inspiring.

In this episode, I share my conversations with: * Nick Gunn, Marketing Manager at The Wild Center * Julie Gilbert, Vice President of Sales and Marketing at Destination Niagara USA * Rachel Laber Pulvino, Director of Communications and Public Relations at Visit Rochester

What You Will Learn in This Episode: * How a unique and powerful collaboration between The Wild Center and many other regional partners led to the creation of their award-winning GoNorth program, a travel itinerary that promotes destinations all across the region * How Destination Niagara USA completed a massive brand refresh that made a major international impact, allowing the American side of the falls to better differentiate itself from the Canadian side * How Rachel Laber Pulvino finds great joy in being Visit Rochester’s “Chief Storyteller”, and how winning the Young Professional Award has given her a new perspective on teamwork and leadership

The Wild Center Nick Gunn of The Wild Center in Tupper Lake, New York describes their award-winning GoNorth program, a tour-based travel itinerary focused on the international market that includes destinations across northern New York and the Adirondacks, developed in a unique collaboration with the Adirondack Coast Visitors Bureau, the Adirondack Regional Tourism Council, Fort Ticonderoga, High Peaks Resort, the Saratoga Convention & Tourism Bureau, and the Warren County Tourism Department. He shares some of the many destinations and experiences available on the itinerary, and he explains why the GoNorth program has been able to promote some of the lesser-known destinations in the area and create new revenue streams for the region. He shares the strength of the partnerships that have made GoNorth a compelling itinerary and a great success. He talks about learning of the remarkable number of gems the region offers during the development of the program. He shares how receiving the Tourism Award has been a powerful motivator to continue the work the collaboration is doing.

Destination Niagara USA Julie Gilbert from Destination Niagara USA discusses their major brand repositioning effort in 2017 that rebuilt their brand architecture from the ground up, with new marketing and photography and a new website. She shares how their new digital outreach generated 6.8 million consumer engagements and $114.6 million in incremental visitor spending, resulting in 111 times their return on investment. She shares the goal of the rebranding to make a more active experience for visitors as summarized by the new tagline “Niagara Falls USA: Where Adventure Comes Naturally”, and she discusses how the rebranding resulted in a younger average consumer age and a higher average consumer income spend. She discusses using physical branding upgrades as a method to promote the new message. She shares how a visit from an Associated Press reporter’s report on the brand relaunch was picked up internationally and generated over 500 million publication impressions. She shares how Niagara Falls USA is working to differentiate their experience offering from what is being offered on the Canadian side of the falls. She shares the lessons learned from doing a major brand refresh for the first time, and she discusses the pride and honor she feels at receiving a

Tourism Excellence Award: Rachel Laber Pulvino of Visit Rochester Rachel Laber Pulvino with Visit Rochester discusses the honor of winning the Young Professional Award, and she shares her background in public relations, communication and marketing and how her unique skill set has benefited her in her role during her three years with Visit Rochester. She discusses her joy at being Visit Rochester’s “Chief Storyteller” and her excitement at being able to talk about her community with the media, bloggers, and social media influencers. She discusses the professional and leadership growth she has experienced over the last year, and she shares how her mindset toward teamwork and contribution has changed. She shares how honored she feels being selected by her peers to receive a Tourism Excellence Award, and she discusses the remarkable sense of community she feels working with tourism professionals across the state of New York.

Overview The remarkable thing about each of these 2018 NYSTIA Tourism Excellence Award winners is their deep, authentic and infectious enthusiasm for the work they are doing and the impact it is making on their local communities and on tourism across the state. From The Wild Center’s incredible wide-ranging collaboration with other organizations in their region, to Destination Niagara USA’s commitment to rebranding and reaching new audiences both locally and internationally, to Rachel Laber Pulvino’s passion for her community and for sharing the story of Rochester, these award winners truly demonstrate that enthusiasm and dedication are the keys to creating remarkable campaigns that absolutely deserve to be honored by their peers.

Resources: * The Wild Center website: www.wildcenter.org * Destination Niagara USA website: www.niagarafallsusa.com * Rachel Laber Pulvino’s LinkedIn: www.linkedin.com/in/rachellaber/ * 2019 NYSTIA Excellence Award nomination website: https://www.nystia.org/news/excellence-in-tourism-call-for-nominations

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We recently attended the 2019 NYS Tourism Conference in Buffalo, New York and interviewed presenters, conference attendees, and Tourism Excellence Award winners. My interviews focused on the conference themes of inclusion, fostering community engagement, and “tourism is everybody’s business”, as well as key takeaways from the conference. This episode focuses on some of the award winners, and I hope you find these conversations informative and inspiring.

In this episode, I share my conversations with: * Lisa Burns, Executive Director of the Finger Lakes Regional Tourism Council * Bill Sweitzer, Marketing Director at New York State Canal Corporation * Mary Kay Vrba, President and CEO of Dutchess Tourism * Cassie Green, Sales and Social Media Manager at Visit Binghamton

What You Will Learn in This Episode: * How the Finger Lakes Regional Tourism Council has fostered collaboration between fourteen different New York counties for their “Finger Lakes Region Goes Beyond Wine as a Tourism Hot Spot” program * How the New York State Canal Corporation’s partnerships with local businesses and organizations have helped them expand the number of programs and attractions on offer throughout the canal system * How Dutchess Tourism is using social media tools such as Facebook Live videos they call “Dutchess Live” to generate interest and showcase destinations and experiences of all kinds that travelers can have in the area * How Visit Binghamton is using video interviews as an opportunity to showcase the extensive history of the area and how local entrepreneurs are merging it with new innovations

Finger Lakes Regional Tourism Council Executive Director Lisa Burns shares details about the Finger Lakes Regional Tourism Council’s award-winning program, “Finger Lakes Region Goes Beyond Wine as a Tourism Hot Spot”, and she shares the remarkable results the program has produced for the region. She shares how the PR-focused program has found great success in publications and media outlets like Conde Nast, the New York Times, the Los Angeles Times, the Today Show and others. She shares how fourteen counties in the area are working together in a collaboration to promote the entire region and benefit everyone, and she talks about how the program has far exceeded their goals and in 2017 alone produced more than 2.1 billion impressions and almost five hundred media placements. Lisa discusses how the collaboration between the fourteen counties can serve as a benchmark for how destination management organizations should work. She shares how honored she is that their program was recognized by peers within the industry, and she discusses the further honor of being asked to chair the 2019 NYSTIA Tourism Excellence Awards. She discusses work that is being done to enhance how the awards are presented and promote the value of the NYSTIA organization. She talks about how NYSTIA is now sourcing the awards locally from the area where the awards ceremony is being held each year, and she discusses the process and deadline for nominating others for the 2019 awards.

New York State Canal Corporation Marketing Director Bill Sweitzer shares details of award-winners the Canal Corporation has nominated in the past, and he discusses why those programs were nominated. He shares how he realized that the tourism industry in the area is the sum of its parts, and why business partners are a major contributor to its marketing success. He discusses how many of the small local tourism businesses are unaware of their own huge contributions to the fabric of local tourism. He discusses nominating the team that creates the canal map and annual guide materials that are given out, and he shares why he wanted to recognize the map and guide’s creators for giving spots in the area a true sense of place. He shares why partnerships are vital to the success of the Canal Corporation, and he explains why being involved in NYSTIA is a huge benefit. He shares his plans for nominations for the next awards, specifically for the Corning Museum of Glass’s GlassBarge program that had more than 55,000 visitors last summer. He shares details about another future nominee, the Cycle the Erie Canal Bike Tour, a seven-day bike ride from one end of the Erie Canal to the other.

Dutchess Tourism President and CEO Mary Kay Vrba discusses details of their award-winning Facebook Live initiative, “Dutchess Live”, where they create videos showcasing many of the varied experiences available in the area, both large and small. She discusses how the program works and how subjects are targeted and showcased through the video series. She shares pre-promotion efforts to ensure that viewers are aware of the live broadcasts, and she shares how the videos can be repurposed for future productions and promotions. She talks about why it is important to plan your project and do a test run to ensure that the technical side of things is working. She explains why it is important to stay aware of social media and marketing trends, and she shares the steps they have taken to stay current on those trends including sending staff to conferences and participating in webinars as well as doing extensive research. She talks about creating “lunch and learn” programs for partners and vendors so that they can benefit from the research and learning that is being done. She shares why winning an Excellence Award is reassuring and tells her that Dutchess Tourism is on the right track.

Visit Binghamton Sales and Social Media Manager Cassie Green shares details of their “Be Part of Our Story” campaign, an initiative to tell the past of the community of Binghamton and the unique stories of young entrepreneurs and innovators who are building upon the past to create something new. She shares how the organization brought together the nine stories that Binghamton is showcasing in the campaign, and she shares how the campaign is still growing. She talks about being surprised at the number of great opportunities to promote the area when she first moved into her role. She shares her community pride at being an award winner and recognizes the community collaborations that have made it possible.

Overview These Excellence Award winners each demonstrate how innovation, technology, history, and collaboration come together to create compelling programs and campaigns that truly showcase the remarkable experiences these communities have to offer. The New York State Canal Corporation’s partnerships with local businesses and the Finger Lakes Regional Tourism Council’s collaboration between their fourteen area counties show us that working together truly benefits everyone involved. Dutchess Tourism’s Facebook Live videos and Visit Binghamton’s “Be Part of Our Story” videos demonstrate the power that technology and social media have to reach new audiences in innovative and compelling ways. These four organizations truly deserve to be honored as Excellence Award winners.

Resources: * Finger Lakes Regional Tourism Council website: www.fingerlakestravelny.com * New York State Canal Corporation website: www.canals.ny.gov * Dutchess Tourism website: https://dutchesstourism.com * Visit Binghamton website: https://visitbinghamton.org * 2019 NYSTIA Excellence Award nomination website: https://www.nystia.org/news/excellence-in-tourism-call-for-nominations

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We recently attended the 2019 NYS Tourism Conference in Buffalo, New York and interviewed presenters, conference attendees, and Tourism Excellence Award winners. My interviews focused on the conference themes of inclusion, fostering community engagement, and “tourism is everybody’s business”, as well as key takeaways from the conference. I hope you find these conversations informative and inspiring.

In this episode, I share my conversations with: * Brian Stratton, Director of the New York State Canal Corporation * Danny Liedka, President and CEO of Visit Syracuse * Jessica Bacher, President and CEO of the Yates County Chamber of Commerce * Karen Kuhl, Executive Director of the Cayuga County Office of Tourism * Ross Levi, Executive Director of Tourism at Empire State Development and the “I LOVE NY” tourism program * Steve Williams, Chief Experience Champion at Experience Champions * Dionne Williamson, National Sales Director of Visit Buffalo Niagara * Valerie Knoblauch, President of Finger Lakes Visitors Connection

What You Will Learn in This Episode: * How the New York canal system is bringing a tremendous economic impact to the entire state as well as to New York, and how the New York State Canal Corporation is working to improve accessibility to the canal trails * Why messaging is important for Visit Syracuse, and how they are working to engage the community and demonstrate that tourism is a significant economic driver for the area * How a recent $10 million downtown revitalization grant from the state has helped the Yates County Chamber of Commerce promote significant community engagement and feedback * How the Cayuga County Office of Tourism is developing critical strategic partnerships with other organizations throughout the region to share a single, unified message about tourism * How the iconic I LOVE NY tourism program is working to promote inclusivity through programs like their LGBT initiative to help celebrate the 50th anniversary of Stonewall and World Pride * How working in a diverse and welcoming tourism destination shaped the views of Steve Williams at Experience Champions and opened his eyes to the opportunities the tourism industry has to become more inclusive * Why Visit Buffalo Niagara believes that the key to successfully promoting inclusivity lies in ensuring that marketing and partnerships reflect diverse types of people * How Valerie Knoblauch at Finger Lakes Visitors Connection found energy and timeliness in the topics that were discussed at the conference that she plans on taking home with her and integrating into her own work

New York State Canal Corporation Brian Stratton from New York State Canal Corporation describes the 524 mile-long New York State Canal System that touches seven of the state’s ten economic regions. He shares the importance of creating accessibility to promote inclusion throughout the canal trail. He shares why physical access isn’t the only concern and that he has learned the importance of creating accessibility on the organization’s website as well. He describes upcoming events his organization will be participating in to promote accessibility. He discusses the state of New York’s commitment to promoting the tourism industry and the many organizations and businesses across the state that work within the industry. He describes the remarkable economic impact the canal system brings to the state. He shares the international tourism opportunities that the canal system is bringing to the state and even to Canada.

Visit Syracuse Danny Liedka of Visit Syracuse discusses why tourism is a major economic engine for the community, keeping property taxes stable, creates jobs, and helps the community grow. He discusses why it is important to share the message that the tourism industry is an integral part of the community. He discusses his hopes to learn new strategies and ideas at the conference that he can bring back to his own work.

Yates County Chamber of Commerce Jessica Bacher of the Yates County Chamber of Commerce shares how Yates County recently received a $10 million downtown revitalization grant from the state of New York, and she discusses the impact that grant has made for the small community and how it has helped dramatically promote community engagement. She shares how this is her first time attending the conference, and how she has learned a great deal about ADA compliance and inclusion initiatives from the conference and its panels and discussions.

Cayuga County Office of Tourism Karen Kuhl from the Cayuga County Office of Tourism discusses the many aspects of inclusivity and shares why addressing the issue of inclusivity from the strategic planning front is vital. She shares why reaching out and establishing strategic alliances with region-wide partners for a unified message is the key to fostering stronger community engagement. She talks about the important conference takeaway of promoting ADA compliance in the physical tourism structure and on organization websites. She also shares why marketing materials need to be fully inclusive of many different communities.

Empire State Development & I LOVE NY Ross Levi from Empire State Development discusses why it is important to be sensitive to the wants and needs of all kinds of travelers. He shares inclusivity initiatives at I LOVE NY, including their LGBT initiative which is helping to promote the 50th anniversary of Stonewall. He shares excitement over World Pride being hosted in New York for the first time in its history. He discusses new initiatives around senior tours and accessibility tours, as well as collaborative cultural sensitivity workshops. He shares why frequent, open, collaborative communication between partners is important, and he provides examples of partnerships his organization has made and work they are doing with local-level partners. He shares hopes that attendees will get a sense of how well I LOVE NY’s partnerships are working to promote the industry. He shares the significant figure that the travel industry in New York is responsible for one in ten jobs in the state.

Experience Champions Steve Williams from Experience Champions shares how his company works with and provides workshops and trainings for small and medium-sized tourism businesses to improve their success. He shares why the people-focused tourism industry has a wonderful opportunity to promote welcoming and inclusive travel as well as to be inclusive employers. He shares his own experiences as a gay man and how working at Taronga Zoo in Sydney, Australia in a welcoming, inclusive and accepting environment was a transformative experience for him. He shares how the zoo participated in the Gay and Lesbian Mardi Gras, and how the zoo promoted legalizing same-sex marriage in Australia. He discusses how tourism leaders have the opportunity to embrace and promote diversity, and he provides an example from the Taronga Zoo and creating a partnership with Autism Australia to help staff better understand the needs of people on the autism spectrum. He shares his hopes that attendees will leave the conference with a better sense of the diversity within their communities and ideas of how to capture diverse markets.

Visit Buffalo Niagara Dionne Williamson from Visit Buffalo Niagara discusses how tourism leaders can make an impact in diversity and inclusion within the industry both through inclusive marketing efforts as well as in diverse hiring practices. She shares how she was the Multicultural Sales Manager at Visit Buffalo Niagara before becoming the National Sales Director at the organization, and she shares her personal experiences with diverse clients. She discusses the importance of engaging with clients and with the larger community. She shares why she believes community engagement, in particular, is important, and she shares why diversity and inclusion training within the hospitality and tourism community should be ongoing. She shares why she hopes attendees of the convention will see the importance of diverse marketing and partnerships as an opportunity to expand their reach.

Finger Lakes Visitors Connection Valerie Knoblauch from Finger Lakes Visitors Connection shares why there has been powerful energy at the conference that can be applied to industry leaders’ workplaces. She shares why community leaders need to get involved in the community to create connectivity and better foster community engagement. She shares how the tourism industry is interconnected with many other industries to the mutual benefit of everyone involved. She explains how the topics covered at the conference are timely and helpful, and she discusses examples displayed at the conference that she can take home with her.

Overview Each of the industry leaders I spoke with represents different aspects of the travel and tourism industry from all across New York, but they all share the same belief that inclusivity is the key to welcoming new audiences and bringing in new visitors from all over the world and that the travel industry should reflect the diversity of the communities it serves. As these organizations show us, inclusivity involves developing partnerships, ongoing training, and sensitivity to and understanding of all kinds of people from every background. I hope you have enjoyed hearing these leaders speak on inclusivity and engagement and that you have a better understanding of why tourism truly is everybody’s business.

Resources: * New York State Canal Corporation website: www.canals.ny.gov * Visit Syracuse website: www.visitsyracuse.com * Yates County Chamber of Commerce website: www.yatesny.com * Cayuga County Office of Tourism website: www.fingerlakes.org/services/cayuga-county-office-tourism * Empire State Development website: https://esd.ny.gov/ * Experience Champions website: www.experiencechampions.com * Visit Buffalo Niagara website: www.visitbuffaloniagara.com * Finger Lakes Visitors Connection website: www.visitfingerlakes.com

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We recently attended the 2019 Museum Association of New York annual conference and spoke with attendees from all over New York State representing all types of museums and cultural institutions. I talked with folks from 21 different museums and cultural institutions about how they are creating inclusive environments, attracting new audiences and fitting within the tourism fabric of their community. We used these great insights to create another Museum Series (see last year’s series here) with five episodes filled with knowledge. Through this series, I hope you will find a new perspective on this important segment of the tourism industry.

In this episode, I share my conversations with: * Cyndi Park-Sheils, Executive Director of the Waterloo Library & Historical Society * Andrea Seamans, Volunteer at Port Byron Old Erie Canal Heritage Park * Courtney Kasper, Visitor Experience Manager at the NYS Equal Rights Heritage Center * Frances Barbieri, Executive Director of the Seneca Falls Historical Society

What You Will Learn in This Episode: * How the Waterloo Library & Historical Society and the National Memorial Day Museum have developed a Capital Campaign to draw in new audiences and improve the inclusivity of their historical offerings and archive * How the Port Byron Old Erie Canal Heritage Park is unique as the only park in the United States to offer interstate highway travelers a parking pull-off and an opportunity to visit the park in the middle of their travels * How the NYS Equal Rights Heritage Center is using unique and diverse programming to draw in new visitors and create a local audience, as well as serving as a gateway to other cultural and historic sites in the Auburn area and beyond * How the Waterford Historical Museum and Cultural Center is promoting inclusivity by partnering with The Arc of Rensselaer County to showcase the work of artists with mental and physical disabilities

Waterloo Library & Historical Society Cyndi Park-Sheils from the Waterloo Library & Historical Society in Waterloo, New York discusses how they have learned valuable inclusivity strategies at the conference to incorporate into their old, historical buildings to allow people to move more freely. She discusses upcoming events including celebrating the birthplace of Memorial Day in Waterloo. She shares how inclusivity is key for allowing as many visitors as possible to view the museum’s collections. Cyndi also talks about how her organization is connected to the fabric of Waterloo through being the sole custodian of Waterloo’s museums and culture, and she discusses upcoming partnerships with local restaurants to increase awareness and education opportunities for visitors to Waterloo. She shares her excitement over the National Memorial Day Museum’s Capital Campaign and the diverse visitors it will draw to Waterloo. She discusses relocating the organization’s archives to a better and more accessible location.

Port Byron Old Erie Canal Heritage Park Andrea Seamans with the Port Byron Old Erie Canal Heritage Park in Port Byron, New York discusses her organization as a collaboration between the New York State Thruway and the nonprofit Canal Society of New York State. She shares how her organization is the only park in the United States that has a parking pull-off for interstate highway travelers to visit a historic site. She talks about why the park is admission-free to be as inclusive as possible for visitors, and how the park provides wheelchairs and the site is entirely wheelchair-accessible. She discusses efforts to improve signage on the Thruway and throughout the village to increase visitor awareness of the park. Andrea explores the promotional opportunities for school and bus tours offer the park. She also shares the broad spectrum of diverse visitors who visit the park, many of whom are international visitors traveling to Boston, New York City or Niagara Falls. She talks about the close connection that many of the local families have with the history of the Old Erie Canal, and how her organization helps to promote other canals in the area. She discusses her hopes for the future of the park, including increasing community outreach and historical education opportunities at the park and shares the remarkable and diverse volunteer community that works at the park and has formed powerful friendships across generations with other volunteers.

NYS Equal Rights Heritage Center Courtney Kasper at the New York State Equal Rights Heritage Center in Auburn, New York discusses how her organization serves to educate visitors on the history of equality in the state and to promote local and statewide equality sites and programs regarding human rights, Abolition, and women’s rights. She shares why inclusivity is a two-fold issue, being inclusive of the community they are serving as well as promoting and improving accessibility. She shares how her facility is free, open to the public, and community-accessible and she discusses the diverse programming the organization offers. She talks about their efforts to promote women- and minority-owned small businesses through their events. She discusses how their position as a new facility has helped to bring audiences, and how school field trips have been key. She explores the facility’s recent celebration of Harriet Tubman Day and the opportunity it served to bring in local visitors. Courtney shares the role her organization plays in the fabric of the community, and the interactive exhibits her facility offers that promote other statewide tourism and cultural attractions. She talks about future collaboration opportunities for her organization to be a cross-promotional marketing site for other cultural sites in the area.

Seneca Falls Historical Society Frances Barbieri from the Seneca Falls Historical Society in Seneca Falls, New York shares how the society came to be founded in the late 1800s and some of the historically significant items and artifacts in the possession of the society that is connected to the history of women’s rights. She discusses the wide variety of attractions and offerings the society shares with the public, with something for everyone. She talks about the important role the society is playing in preserving the local history of the families of the area, and how the organization is working to help everyone of every background search for their family roots in the area. She shares how the organization offers outreach to people of all ages within the community. She discusses the future of the organization as it enters a transitional period with changing leadership after her retirement, and the challenges and opportunities their new director will find going forward.

Overview One common thread in each of these conversations has been the critical role outreach plays for these organizations. From field trips and school visits to community engagement and business partnerships, each of these cultural and historical centers has found that reaching out to a broad spectrum of people of all cultures, age groups and interests have helped bolster their audience and better engage their communities. These organizations have also found value in cross-promoting other key historic and cultural sites in their communities and beyond. By connecting the important lessons of the past with the need for inclusivity and accessibility as we understand them today, these organizations are already looking forward to a bright and thriving future.

Resources: * Waterloo Library & Historical Society website: https://wlhs-ny.com/ * Port Byron Old Erie Canal Heritage Park Facebook page: www.facebook.com/OldErieCanalHeritagePark/ * NYS Equal Rights Heritage Center website: http://historyshometown.com/nys-equal-rights-heritage-center/ * Seneca Falls Historical Society website: http://sfhistoricalsociety.org/

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Episode 132: We recently attended the 2019 NYSTC in Buffalo, New York and interviewed presenters, conference attendees, and Tourism Excellence Award winners. My interviews focused on the conference themes of inclusion, fostering community engagement, and “tourism is everybody’s business”, as well as key takeaways from the conference. I hope you find these conversations informative and inspiring.

In this episode, I share my conversations with: * Amanda Dana, Director of Tourism at Orange County Tourism * Cindy Rodriguez, Co-Founder of Adirondack Diversity Solutions * Dr. Donathan Brown, CEO and Co-Founder of Adirondack Diversity Solutions * Greg LaDuca, Senior Director of Membership and Visitor Services at Visit Rochester * Jeannine Weber Kahabka, Director of Marketing & Public Relations at Explore & More Children’s Museum * Sarah Foster, Director of Media Relations & Meetings/Conference Market with Oneida County Tourism * Dan Janes, CEO of Madden Media

What You Will Learn in This Episode: * How the opening of the Legoland New York theme park in Orange County, New York is bringing new opportunities for both tourism and community engagement to the county * How Adirondack Diversity Solutions helps organizations create roadmaps for diversity and inclusion strategic planning, and why communities of color are a generally underserved market within tourism * How Visit Rochester’s innovative Visitor Industry Council is bringing the area’s tourism-related businesses together and fostering a sense of community engagement * How the Explore & More Children’s Museum has integrated the concepts of diversity and inclusion into each of their rotating exhibits to reflect the diverse community of Western New York * How Oneida County Tourism is using unique partnerships with a local college and radio station to build community engagement and awareness of their mission and the work they are doing * How Madden Media’s presentation focused on teaching organizations that “heads in beds” is just a single statistic that is part of a larger experience tourists have, and why it isn’t a reliable metric for the whole experience * How the New York Wine & Grape Foundation is working to be more inclusive with their marketing efforts, including tailoring marketing to diverse groups such as the LGBT community

Orange County Tourism Amanda Dana from Orange County Tourism discusses how leaders in the tourism industry can make an impact on inclusivity within tourism. She shares why the message these leaders give needs to be clear and concise. She shares her excitement about the tourism opportunities being brought to Orange County by Legoland New York, opening in May 2020. She discusses the economic impact of a major site like Legoland partnering with the county, and how they have worked to be as engaged with the community as possible from the beginning. She talks about the important takeaway from the conference that the language around the tourism industry needs to change, specifically to illustrate how it is serving as a public good.

Adirondack Diversity Solutions Cindy Rodriguez of Adirondack Diversity Solutions discusses her company’s focus on helping organizations create diversity and inclusion strategic planning and improve their recruitment and retention, specifically focused on communities of color. She shares how tourism leaders should have a plan on how to improve diversity, by setting goals and benchmarks and then comparing their organization’s current status with those goals to see where the work needs to be done. She shares why diversity work needs to be a part of your organization’s culture rather than a one-hour event or a once-a-year workshop and why diversity and inclusion needs to be a part of new employee onboarding. She explains why communities of color are underserved within the tourism industry traditionally, and she shares why diversity creates a great opportunity to tap into a new market.

Dr. Donathan Brown from Adirondack Diversity Solutions talks about why it is important for tourism leaders to reimagine how they engage communities, organizations, programs and other aspects of tourism. He discusses a partnership with the Adirondack Experience Museum on Blue Mountain Lake to develop a pipeline experiential learning program for college students to offer them a 10-week summer fellowship to introduce them to the museum world. He explains why it is important to have community outreach programs to discuss the tourism industry from the perspective of travelers as well as tourism professionals. He discusses the importance of being intentional in diversity efforts and to set goals internally before working outward.

Visit Rochester Greg LaDuca with Visit Rochester discusses why tourism leaders need to reach out to middle managers and others within their organization to give them a voice when discussing inclusion. He shares why having a large group of volunteers brainstorming is helpful for inclusivity work and why it is important for leaders to raise community awareness of their work. He discusses the Visitor Industry Council that Visit Rochester has created, and he shares how their monthly council meetings have between 125-150 people attending them, demonstrating the strong hospitality and tourism industry in the county. He shares why having many people collaborating and working together is a powerful way to create new ideas, and why it is important to be committed and active to reap the rewards of interactions within the industry.

Explore & More Children’s Museum Jeannine Weber Kahabka with the Explore & More Children’s Museum discusses why inclusivity is core to Explore & More’s mission, creating a diverse and welcoming environment where everyone is welcome to play. She shares how the museum has worked to include diversity into each of the exhibits the museum showcases, reflecting the diverse cultures of the Buffalo and Western New York community. She disucsses how Explore & More’s outreach initiatives connect with people across a 90-minute radius around the museum. She talk about why discussing tourism at the conference has been tremendously helpful, and the economic impact the museum hopes to have across the region surrounding their new location.

Oneida County Tourism Sarah Foster from Oneida County Tourism talks about the importance of digital outreach and social media, and she shares her enthusiasm for the conference and the opportunity to learn from other organizations. She shares how Oneida County is working to foster community engagement through a county “field trip” day and through partnerships with the local radio station and a young scholars’ group at the local college. She discusses efforts she and her staff are taking to get out into the community more often, and she talks about upcoming efforts to interview local organizations and attractions based upon community votes for who they would like to see interviewed. She shares how she is using the conference as an opportunity to gather ideas and learn new processes that other counties and organizations are creating.

Madden Media Dan Janes from Madden Media shares how tourism leaders can appeal to and speak directly with diverse communities and bring them into your audience by including them in your digital media initiatives. He shares why it is important to rethink how tourism impacts the community at large and not just focus on tourism and hospitality partners within the community. He explains why focusing on a single statistic of “heads in beds” means not recognizing or acknowledging the other experiences within your community that a tourist will have. He discusses the importance of collaboration and trusting your partners to be working in the best interests of your community.

New York Wine & Grape Foundation Sam Filler of the New York Wine & Grape Foundation discusses why the wine industry seldom discusses inclusivity despite the importance of the topic, and he shares how his organization is working to improve that track record. He talks about why an organization’s website needs to be as accessible to many different people as possible, such as including Closed Captioning in promotional videos. He discusses how his organization has worked with travel writers of diverse backgrounds to engage diverse audiences. He talks through how his organization is working to improve their consumer research by being more inclusive of audiences such as the LGBT community. He shares why it is important to research your audience and better understand them to improve and reframe your marketing, and why “one size fits all” marketing is less effective than diverse and inclusive marketing targeted to communities.

Overview As my conversations with these industry professionals shows, each of these organizations has recognized the vital part inclusivity plays in expanding their audiences. Each also spoke on the central role travel and tourism leaders have in reshaping the conversation around community engagement, partnerships, and collaboration with others both within and outside the travel industry. In keeping with one of the primary themes of the conference, these organizations show us that tourism truly is everybody’s business.

Resources: * Orange County Tourism website: https://orangetourism.org * Adirondack Diversity Solutions website: www.adkdiversity.com * Visit Rochester website: www.visitrochester.com * Explore & More Children’s Museum website: https://exploreandmore.org/ * Oneida County Tourism website: www.oneidacountytourism.com * Madden Media website: https://maddenmedia.com/ * New York Wine & Grape Foundation website: www.newyorkwines.org

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In this episode, I share my conversations with: * Julia Fell, Assistant Curator of The Museum at Bethel Woods * Natalie Shoemaker, Marketing and Events Coordinator of the Roberson Museum and Science Center * Jessica Moquin, Executive Director of the Chenango County Historical Society and Museum * Anastasia Garceau, Director of the Waterford Historical Museum and Cultural Center

What You Will Learn in This Episode: * How The Museum at Bethel Woods works to preserve and showcase the history of the 1960s, leading up to 1969 * Woodstock Music and Art Fair that took place at the historic site where the museum is now located * How an innovative “pay it forward” program is promoting inclusivity by allowing visitors who are financially struggling to still be able to visit the Roberson Museum and Science Center * How the Chenango County Historical Society and Museum is intentionally developing partnerships with the Bundy Museum and the National Abolition Hall of Fame and Museum to help promote inclusivity in a region not known for its ethnic diversity * How the Waterford Historical Museum and Cultural Center is promoting inclusivity by partnering with The Arc of Rensselaer County to showcase the work of artists with mental and physical disabilities

The Museum at Bethel Woods Julia Fell shares the important mission of The Museum at Bethel Woods as a part of the Bethel Woods Center for the Arts, located in Solomon County, New York. She discusses its role in the preservation of the history of the 1960s, culminating in the Woodstock festival that took place in 1969 on the historic grounds where the museum now stands, and she talks about the upcoming 50th anniversary of the Woodstock festival in August 2019. She discusses the efforts Bethel Woods and the museum are making to promote inclusivity through a variety of programming that targets many diverse audiences, she highlights their efforts to meet ADA accessibility standards, and she shares efforts to attract new young audiences. Julia discusses a series of oral history videos highlighting what life was like in the 1960s for young people of the day, contrasted with what life is like for today’s youth. She shares how the museum serves as a primary driver and important economic engine for the local community. She discusses the upcoming 50th anniversary of Woodstock and the boom in interest it is bringing to the museum.

Roberson Museum and Science Center Natalie Shoemaker explains how the historic Roberson home serves as both the location for and the centerpiece of the Roberson Museum and Science Center located in Binghamton, New York. She discusses efforts to promote inclusivity at the museum including installing non-binary bathrooms and the use of inclusive pronouns. She shares how she wrote up an exhibition about a series of art pieces created by people with mental illness, and she shares the important lesson she learned when she inadvertently used a non-inclusive word in the write-up. She discusses the importance of continual growth and evolution in the area of inclusivity. She talks about the economic depression that is common in the area, and she discusses a “pay it forward” donation program to increase access to struggling community members. She shares efforts to attract new audiences to the museum. She gives information on social media outreach work she and the museum are doing to promote their exhibits. She shares how the museum fits into the local cultural fabric and discusses future opportunities to work with college students and older community members.

Chenango County Historical Society & Museum Jessica Moquin describes efforts the Chenango County Historical Society and Museum are making to promote inclusivity, despite being located in a region not known for ethnic diversity, through intentional partnerships with other organizations such as the Bundy Museum and the National Abolition Hall of Fame and Museum. She shares how the museum is working to attract new audiences including a structural redesign of their main gallery and hallway lobby, as well as sharing stories about the region and the lasting impact it has made beyond its own borders. She discusses how her museum is one of four in the area, and she shares how the four museums are collaborating to develop an officially designated museum district to promote each other and attract new audiences. She shares future growth opportunities she recognizes for the museum and its more than 40,000 artifacts, eight-structure campus, and almost one hundred active volunteers.

Waterford Historical Museum and Cultural Center Anastasia Garceau discusses the variety of historical and educational purposes the Waterford Historical Museum and Cultural Center in Waterford, New York serves in an effort to preserve and promote local history and heritage. She highlights the diverse backgrounds and perspectives the museum’s volunteers bring to its efforts, and she shares partnerships with groups like The Arc of Rensselaer County, a community-based organization advocating for and serving people with mental and physical disabilities. Anastasia talks about her efforts to create engaging programs covering a broad spectrum of interests that will attract a diverse audience of visitors. She shares how Waterford is a great tourism location with many different and diverse destinations to appeal to travelers, and she shares how this directly benefits the museum and allows to serve as a central location connecting these sites. She discusses how the museum is always looking for growth opportunities and ways to expand their existing programming.

Overview Each of these organizations is truly committed to tackling inclusivity issues in their own unique and innovative way. From the Roberson Museum and Science Center’s use of non-gendered pronouns and offering of non-binary restroom facilities, to the Waterford Historical Museum and Cultural Center’s partnership to highlight the artistic contributions of mentally and physically disabled artists, each of these museums has found a remarkable and stand-out way to promote inclusivity, attract diverse new audiences, and further integrate their work with other tourism and cultural efforts of their communities.

Resources: * The Museum at Bethel Woods website: www.bethelwoodscenter.org/the-museum/ * Roberson Museum & Science Center website: www.roberson.org * Chenango County Historical Society & Museum website: www.chenangohistorical.org * Waterford Historical Museum & Cultural Center website: https://waterfordmuseum.com

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Karyn Gruenberg is senior vice president of partner marketing and strategic alliances at Brand USA, the public/private partnership whose mission is to increase international visitation spend and market share in order to fuel the nation’s economy and enhance the image of the USA worldwide.

In this position, Karen is responsible for leading partner marketing efforts as well as building global strategic alliances to leverage the combined resources and expertise of the industry. Her leadership includes development and oversight of all partner-driven marketing programs and key global media alliances that add and create value for partners, amplify partners, international reach and drive, inbound visitor travel and tourism dollars to all 50 states, the District of Columbia and the five territories. Among her many accomplishments at Brand USA, Karen established a core partner program strategy that today includes more than 100 programs and 200 opportunities and key media partnerships with BBC, National Geographic, Bloomberg, and Your Own News and Alibaba to name a few.

Prior to joining brand USA, Karen led the marketing effort for Meet Minneapolis, the premier Tourism and Convention Marketing Organization of the Greater Minneapolis region. As part of the leadership team, she was instrumental in securing major sponsorships for the city as well as directing all advertising, public relations, digital development, and creative services to market the city. She earned her Bachelor of Arts from the University of Minnesota and pursued a Master in Business Communications at the University of Saint Thomas, Minnesota.

On this episode of Destination on the Left, I ask Karyn to walk us through the many programs available through Brand USA, and how local attractions and destinations can take full advantage of them. We talk co-op marketing, storytelling, and much more – all geared toward the international visitor.

What You Will Learn in This Episode: * How Brand USA uses co-op marketing to bring large-scale messages down to the local level * Why storytelling is such a powerful tool in our industry * How affordable marketing to international visitors can be * The power of proximity campaigns * Why coopetition is one of your best tools to bring international visitors to your region

Finding The Difference How do you market an entire nation? Karyn and I talk about how Brand USA takes a larger message like “Enjoy the Great Outdoors” and helps local destinations craft a message for international audiences.

This happens in many different ways. There are fairly traditional co-op campaigns and there are new and exciting storytelling programs, like the one that Brand USA is rolling out with partner Beautiful Destinations called United Stories. And if you haven’t utilized Brand USA’s Inspiration Guide, now is your chance to learn more about it and put it to use for your destination.

Bang for Your Buck The value of the dollar is a key advantage for international travelers. Even though over the past year value has dropped a little bit, it’s still a good buy.

Karyn talks about proximity campaigns being developed by Brand USA. Proximity campaigns give regions dollars and ideas to use in order to market to international visitors. You can experience Niagara Falls, the Finger Lakes, and New York City, all within a short drive. Karyn talks with me about how proximity marketing is being used all around the country to highlight the amazing sights and activities available in a given region.

Resources: * Website: https://www.thebrandusa.com/ * Inspiration guide: https://mp.mydigitalpublication.com/publication/?i=474533#{%22issue_id%22:474533,%22page%22:0}

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In this episode, I share my conversations with: * David Hutchings, Executive Director of Sonnenberg Gardens and Mansion State Historic Park * Nanette Hance, President of the Williamson-Pultneyville Historical Society * Jonathan Maney, Executive Director of Hyde Hall * Cherese Wiesner-Rosales, Director of The Vestal Museum

What You Will Learn in This Episode: * How the Sonnenberg Gardens and Mansion State Historic Park is using innovative programming and presentations to promote inclusivity and draw a more diverse audience. * How the Williamson-Pultneyville Historical Society is using collaborations with their local school district in an effort to expand their reach and engage new young audiences. * How Hyde Hall is using its historic lighting, including vapor-lit chandeliers, to become a one-of-a-kind destination for visitors from all over the world, as well as a desirable location for TV and film. * How the Vestal Museum is making efforts to be not just a historical site and museum but also a center of and showcase for music, arts and culture for the town of Vestal.

Sonnenberg Gardens and Mansion State Historic Park David Hutchings shares the history of the Sonnenberg Gardens and Mansion State Historic Park in Canandaigua, New York, sharing how the home was built in 1887 to be the summer home of Frederick Ferris and Mary Clark Thompson. After her husband Frederick died in 1899, Mary Clark Thompson toured gardens around Europe for inspiration to redesign the mansion’s own gardens as a tribute to Frederick. David speaks about his organization’s efforts toward inclusivity through programs designed to connect with many different people of many backgrounds, including an upcoming performance by an African-American women’s gospel choir covering the stories of women’s suffrage, slavery and Abolition. He discusses upcoming horticulture programs including one on climate change and the local landscape. David shares efforts to attract new, younger audiences to the gardens, including a Moonlight Stroll series with musical performances. He discusses the significant role the Thompson family played in the development of the local community and the contributions they made throughout the region. David shares future plans for the continual development of the site.

Williamson-Pultneyville Historical Society Nanette Hance shares the founding and purpose of the all-volunteer historical society in Pultneyville, New York. She discusses how the organization is the custodian of the Society house, as well as the nation’s second oldest Little Theater and Pultneyville’s Centennial Park. Nanette explains how the organization is constantly working for inclusivity, including a collaboration between the school district and the historical society. She shares how the society is promoting their exhibits and programs, and some of the programs the society has recently shared including one featuring a well-known children’s book illustrator. She discusses the society’s efforts to reach out to new audiences through community outreach and education. Nanette also shares how the society is more aggressively using social media, and she talks about the success they have found through digital outreach. The Society house is becoming a part of local historical trails as an effort to more fully integrate into the travel fabric of the community, and she talks about efforts to grow the society’s membership and discover new members and visitors.

Hyde Hall Jonathan Maney describes the history of Hyde Hall in Cooperstown, New York, a fifty-room British-American limestone mansion with a remarkable view and a fascinating history. Jonathan explains how inclusivity at Hyde House goes beyond accessibility for physically impaired guests to also include a variety of programs and events with an intent for outreach. He describes a partnership with the Cooperstown Graduate Program that engages the students to do research and conduct interviews with people who worked at Hyde Hall. He shares how Hyde Hall has been working with Cornell University to digitize the Clarke Family documents and share them online. He also discusses how events have been key to attracting diverse audiences and younger people. He explains how Hyde Hall is working to restore its kitchens and ultimately offer cooking classes there, and he shares efforts to create an engaging experience for visitors. Jonathan also explains efforts to partner with other museums, festivals, restaurants and historic hotels in the area. Jonathan explore the importance of working with local craftspeople to restore the original lighting that was used in the home in the 1800s, and how the lighting has been a significant factor in creating an authentic, memorable experience for visitors. He shares how the lighting and atmosphere of Hyde Hall have made it a significant filming location for major TV series and movies.

The Vestal Museum Cherese Wiesner-Rosales discusses the role the Vestal Museum, a former train depot converted into a museum, plays in preserving the culture and history of the town of Vestal, New York. She shares the museum’s efforts to promote inclusivity by engaging the history of the local Native American tribe and creating an exhibit, as well as a lacrosse exhibit to draw in new audiences. Cherese explains how the museum is working to become a living space, music and art venue and a draw to many different ages and cultures. She discusses how the museum is working to become a tourism anchor for Vestal, including making efforts to move the museum back to its original location and create a proper historic district for the town. She shares the effort the museum is making to build funds and develop grants to physically move the museum in the future.

Overview For each of these organizations and destinations, thinking outside the box and leaning into the distinctive characteristics and offerings that make these locations unique has been instrumental for helping engage new audiences and expanding their reach. Ongoing inclusivity efforts through programs and exhibits that connect the history of these locations to the diverse society we live in today have been an important part of their efforts as well. A broad selection of programs that engage many different kinds of people across ages and ethnic backgrounds will be instrumental in their continued audience-building success going forward, truly highlighting the important role inclusivity can play for the travel and tourism industry at large..

Resources: * Sonnenberg Gardens and Mansion State Historic Park website: www.sonnenberg.org * Williamson-Pultneyville Historical Society website: https://w-phs.org/ * Hyde Hall website: https://hydehall.org/ * The Vestal Museum website: www.vestalmuseum.org

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David Gilbert serves as president and CEO of Greater Cleveland Sports Commission, an organization dedicated to making Greater Cleveland a premier destination for amateur sporting events, and Destination Cleveland, the region’s convention and visitors bureau.

The Greater Cleveland Sports Commission is responsible for attracting, promoting, and managing major amateur athletic events, and for creating sporting opportunities for youth and amateur athletes. Since 2000 the organization has attracted or created more than 190 events, including 25 NCAA championship competitions. These events have contributed more than $570 million in local economic impact.

At Destination Cleveland, David is responsible for carrying out the organization’s mission to drive economic impact and stimulate community vitality by positioning and promoting Cleveland as an exciting, vibrant destination. Among many accomplishments, they notably landed the 2016 Republican National Convention. David serves as vice president on the board of the International Children’s Games based in Leucine, Switzerland, and sits on the boards of the Rock and Roll Hall of Fame, the Greater Cleveland Film Commissionand the Maltz Museum of Jewish Heritage.

He was named by Crain’s Cleveland Business as one of Cleveland’s 30 top influencers of the past 30 years, Ernst and Young Entrepreneur of the Year, and in 2016 he received the SME Cleveland Business Executive of the Year award.

On this episode of Destination on the Left, I talk with David about making destination marketing more entrepreneurial and working more strategically at creating a unified brand experience. All destinations have unique challenges. How do you encourage locals to promote tourism? How do you reach out to potential visitors and make your destination their top choice? David and Cleveland have faced some unique challenges and found some remarkable solutions.

What You Will Learn on This Episode: * Why DMOs need to become more entrepreneurial * The many ways tourism and economic development intersect * How to shape the perception of your destination * How to be more strategic in your tourism branding * Ways to create stronger alliances between DMOs and stakeholders

We’re All in This Together Unless you’re a literal island, no travel and tourism entity can afford to function as an island unto themselves. When organizations think that way, everyone suffers.

Part of the challenge David faced was to help all the various cultural institutions, museums, sports teams, and local legends to realize they were part of a broader ecosystem. Together, they could accomplish far more than they could alone. But local DMOs also need to make sure all these groups understand the value a DMO can add- then the DMO needs to deliver.

Brand Perception “Yeah, but you’re Cleveland.” A decade ago, Cleveland had a perception problem. Outsiders had a visceral (read: negative) reaction to the name. A significant portion of the population would not recommend it as a place to visit for friends and family. As you can imagine, that is a LOT to overcome.

But overcome they did. David and Nicole explore how he and the team at This is Cleveland flipped the script. They did it through some very deliberate steps in reshaping the City of Cleveland brand in a way that was both authentic and positive. “If it’s not real, and if you don’t deliver on the brand promise, everyone will be able to see that.” David shared. There is some great conversation about finding the promise of your brand and then living up to it.

To sum it up, David says, “You don’t have a brand for different audiences. A brand is a collection of stories about who you are. And if you hit it on the mark, that’s not going to change. The way you deliver it might change, but the brand will not change.”

Resources: * Website: https://www.clevelandsports.org/ * Website: https://www.thisiscleveland.com/

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In this episode, I share my conversations with: * Samantha Hall-Saladino, Executive Director of the Albany County Historical Association * Amy Weinstein, Vice President of Collections & Oral History of the 9/11 Memorial & Museum * Beth Hill, President and CEO of Fort Ticonderoga * Joshua Voda, Public Affairs Officer of the Smithsonian’s National Museum of the American Indian * Araya Henry, Manager of Youth and Family Programs at The Hudson River Museum

What You Will Learn in This Episode: * How the Albany County Historical Association is making efforts to become more inclusive by including the stories of the slaves and, later, the immigrant domestic servants who lived in the historic home * How the 9/11 Memorial and Museum works to honor all who lost their lives in the September 11th, 2001 terrorist attacks as well as the February 26, 1993, World Trade Center attack, and to preserve the history of those significant events * How Fort Ticonderoga works to provide a remarkable two-day destination experience for its visitors, and to promote education and the preservation of its historical heritage and military significance while supporting the region economically * How the National Museum of the American Indian established in 1916 became a part of the Smithsonian in 1989, and how its mission is to both preserve the history of Native Americans as well as to educate people about Native American life today * How the Hudson River Museum hosts numerous events dedicated to the arts and sciences within the historic home, planetarium, amphitheater, and galleries devoted to arts and environmental sciences

The Albany County Historical Association Samantha Hall-Saladino shares the history of the Albany County Historical Association, housed in a historic home in Albany, New York. She discusses the efforts the Association is making to promote inclusivity by telling the stories of the slaves and immigrants who at one time lived in the home. She discusses the difficulty of making the entire house accessible for everyone and shares details of the virtual tour that will allow guests to view the second floor of the home in a virtual setting if they are unable to go to the second floor in person. She shares efforts to attract new audiences to the site, including key cross-promotion partnerships. She discusses exciting future opportunities for the mansion to continue its growth and community engagement.

The 9/11 Memorial and Museum Any Weinstein shares the mission of the 9/11 Memorial and Museum to honor the lives lost in the terrorist attacks as well as to document and preserve the story of those attacks. She shares how the Memorial is working to honor all of the first responders and others who became sick due to chemical exposures on that day, as well as anyone who helped with the city of New York’s recovery efforts. She shares how inclusivity has always been a part of the Memorial as people from all walks of life were affected by the terrorist attacks. She shares details of their new Memorial Glade and its designers, and the symbolism surrounding it. She discusses maintaining the Memorial as a place of honor and as a reminder of the past. She talks about the upcoming 20-year anniversary of the attacks that will take place in 2021, and she shares how the staff has been discussing plans to commemorate the significant date.

Fort Ticonderoga Beth Hill shares the historical significance of Fort Ticonderoga and discusses their efforts to preserve the Fort as an important site of military history. She discusses the unique upcoming opportunity Fort Ticonderoga will have to celebrate the 250th anniversary of the founding of the United States. She shares how Fort Ticonderoga is working to create programs dedicated to women and people of color who served in the military, and she talks about why accessibility and inclusion have been of vital importance to their work. Beth discusses why families, not history buffs, are their largest audience, and she talks about building marketing and programs around visiting families. She shares some of the audience outreach work the Fort has been doing. She discusses the Fort serving as a major tourism anchor for the region and shares the economic impact the Fort has brought to the region, and she shares the importance of supporting the local community’s infrastructure development and the partnership opportunities that has brought. She shares future opportunities to expand the reach of Fort Ticonderoga.

The Smithsonian’s National Museum of the American Indian Joshua Voda outlines the history of the Museum of the American Indian and explains why one of its important missions is to remind people that, while the history of Native Americans is a rich one, Native American life continues today and isn’t entirely represented by the history we know. Joshua discusses the role inclusivity plays in the mission of the museum, and he shares how the museum works to dispel stereotypes and steer people toward a better understanding of the impact Native Americans have had on all aspects of American history. He shares efforts the museum has made to attract new audiences, including opening the new STEM-focused “Imaginations Activity Center.” He shares details of an exhibit the museum is working on to showcase the Native American history of the New York area. He discusses outreach efforts to help teachers bring knowledge from the museum directly into their classrooms.

The Hudson River Museum Araya Henry shares the many diverse and multi-disciplinary functions the Hudson River Museum serves, dedicated to both art and science. She outlines inclusivity efforts the museum makes through programs dedicated to teens of all ethnic, educational and economic backgrounds. Araya shares partnership efforts the museum is making to build their audience, including collaborations with nearby museums and cultural sites for cross-promotion and with local businesses to offer mutual discounts. She shares the future opportunities the future is looking to, including working with the local school system and becoming a part of the curriculum for local students. She discusses the local LGBTQ+ Advisory Board and the opportunities for partnerships and promotion that it represents for the museum.

Overview Each of these organizations has turned to marketing and partnership opportunities as a crucial component to fuel their growth and reach. Working with area schools and offering new educational opportunities has been one avenue for success for many of these museums and historical sites. Developing and promoting inclusive programs and reaching out to different groups of people from all backgrounds have been equally important. A prevailing theme from each of these conversations is that travel and tourism sites such as museums, historical and cultural organizations can only benefit from working together, and the region-wide travel and economic impact these partnerships can create are dramatic and beneficial for everyone.

Resources: * Albany County Historical Association’s Ten Broeck Mansion website: www.tenbroeckmansion.org * The 9/11 Memorial & Museum website: www.911memorial.org/museum * Fort Ticonderoga website: www.fortticonderoga.org * National Museum of the American Indian website: https://americanindian.si.edu/ * The Hudson River Museum website: www.hrm.org

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For more than 25 years, Robert Rose has helped clients tell their story more effectively through digital media. As the founder of the Content Advisory, the education and consulting group for the Content Marketing Institute, Robert has worked with more than 500 companies, including 15 of the Fortune 100.

He has provided strategic marketing advice and counsel for global brands such as Capital One NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and the Bill and Melinda Gates Foundation. I’m very excited to bring this episode to you today. He has written several books with CMI colleague, Joe Pulizzi, including Killing Marketing and Content Inc.

On this episode of Destination the Left, I talk with Robert about how the travel and tourism industry can capitalize on and improve our content marketing work. How do you nurture and build trust with your audience? How do you increase your role as a go-to resource for information about the region or entity you serve? We talk about that and more in this stellar, news-you-can-use conversation.

What You Will Learn: * How to go miles deeper as a thought leader compared to your competition * How to acquire an audience and build trust * Becoming a reliable source of information for your travel/tourism customer * Why social media followers are not your addressable audience * Whether content marketing is part of your marketing strategy or is your marketing strategy * How to increase the value of your contact to impact buying decisions

Creating Subscribers One of the interesting twists Robert brought to the conversation was about subscribers. The goal of content marketing is to create subscribers. He says, “When we think about a Facebook follower, or a podcast listener, or a Twitter follower, that is not an addressable audience. You are still depending on someone else’s algorithm to put our message of trust in front of that audience. A subscriber is something different. They see that post on Instagram or that great post you wrote, yes. But a subscriber is someone who signs up after reading one of those things, not for the thing they got, but for the things that they’re going to get from you down the road.”

Buyer’s Journey Another piece of the conversation with Robert focused on the buyer’s journey. In your work, what is the buyer’s journey from awareness to purchase? The art of content marketing is understanding when to reach out to the potential buyer and what information or ideas to present at that point in their buying decision.

With the right kinds of engagement, awareness becomes engagement and engagement becomes a trip to your destination, and they guest sharing that experience with their social networks, and maybe even returning again.

Resources:

Website: http://killingmarketing.com/
Website: https://contentadvisory.net/

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Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses

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In this episode, I share my conversations with:

Michael Perekrestov, Executive Director of the Russian History Museum
Toby Manker, Executive Director of the Phelps Mansion Museum
Don Papson, Co-founder and Past President of the North Star Underground Railroad Museum
Mary Riley, Park Manager of the Port Byron Old Erie Canal Heritage Park

What You Will Learn in This Episode: * How and why the Russian History Museum came to be found in the unlikely setting of Jordanville, NY, and what valuable cultural purpose it serves * How the Phelps Mansion, built in 1870 in Binghamton, NY, was established as a museum in 2005 in an effort to preserve the last home of its kind on what was at one time referred to as “Mansion Row” * Why Don Papson and his wife founded the North Star Underground Railroad Museum in Ausable Chasm, NY to honor and preserve the history of the Underground Railroads after a chance conversation in a grocery store * How the Old Erie Canal Heritage Park in Port Byron, NY is helping preserve and promote the important historic and economic impact of the New York State canals

The Russian History Museum Michael Perekrestov discusses the 1930 founding of the Holy Trinity Monastery in Jordanville, New York, by religious and political refugees from the Soviet Union after the Russian Revolution. Michael explains why the Monastery became a center of Russian history and culture within the United States, and he shares how the Russian History Museum came about in an effort to preserve the wealth of Russian artifacts that were kept at the Monastery. He explains how the museum is working to raise awareness and shares the initiatives the museum is taking to expand their audience through partnerships with other museums nationally and internationally. He outlines the opportunities he sees for the museum to engage with the local tourism industry in a mutually beneficial way, and he shares his plans for the future of the museum, including efforts to utilize social media as a way to bring the museum to a “virtual audience” all over the world.

The Phelps Mansion Museum Toby Manker shares the unique history of the Phelps Mansion in Binghamton, New York, and discusses the challenge and opportunity of turning a relatively small home into a thriving museum. Toby discusses how population and income decline in Binghamton have been an obstacle in bringing in new visitors, and she shares how a wide variety of program offerings has helped work around this problem. She expresses her views on inclusivity and shares how the museum has been able to accomplish a lot on a small budget and with a staff of two. She discusses audience outreach initiatives and talks about how the museum’s primary audience is out-of-town visitors brought to the museum by way of TripAdvisor, and she shares how the museum interacts with the Path Through History Weekend to connect to other tourism drivers. Toby discusses working with university students and partnering with the university’s music department.

The North Star Underground Railroad Museum Don Papson discusses the founding of the North Star Underground Railroad Museum in Ausable Chasm, New York, after a chance conversation in a grocery store. He shares why he believes in preserving the history of the Underground Railroad, and he discusses the importance of having a diverse organization. He shares the profound story of a six-year-old visitor from a biracial family who was deeply appreciative of her visit to the museum. He discusses the untold history of the Chinese Underground Railroad and the work his museum has done to create an exhibit telling the forgotten story and its historical significance. He shares how the historical context of the Underground Railroads is echoed in the divisive political climate of today. Don discusses the efforts his museum is taking to promote itself and reach out to young people, and he shares how the museum is coordinating efforts with the local tourism industry for cross-promotion.

The Port Byron Old Erie Canal Heritage Park Mary Riley discusses the unique partnership with the state that is supporting the Old Erie Canal Heritage Park in Port Byron, New York, and she shares the park’s mission to help educate visitors and preserve the vital history of the Old Erie Canal and other canals throughout New York. She discusses the pilot program the park is involved in to demonstrate how states can work directly with historic sites. Mary shares how the park promotes inclusivity through making their sites handicap-accessible, designating the park as dog-friendly and providing treats and water for canine visitors, offering printed guide books for hearing-impaired people who are unable to take the audio tour and providing wheelchair-accessible picnic tables for visitors. Mary shares how roadside visitors account for many of their first-time guests, and she discusses working with local tourism destinations to be an addition to visitors’ trips. She discusses future opportunities for growth and expansion of the park.

Overview Through each of these interviews, a common theme has been the importance of inclusivity efforts and outreach programs as a way to bring the message of these museums and historical sites to as many people as possible. For smaller or more out-of-the-way locations, social media and the internet can be an especially valuable way to get the word out. Likewise, partnerships with other destinations and local tourism hotspots can help generate new visitors and bring in new audiences. These four unique organizations have truly demonstrated that when travel and tourism destinations work together, everyone benefits.

Resources: * Russian History Museum website: www.russianhistoryfoundation.org * Phelps Mansion Museum website: https://phelpsmansion.org/ * North Star Underground Railroad Museum website: https://northcountryundergroundrailroad.com/museum.php * Port Byron Old Erie Canal Heritage Park Facebook page: www.facebook.com/pg/OldErieCanalHeritagePark/

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Andrea McHugh is the senior communications manager for Discover Newport in Rhode Island. Andrea has been in the media and communication space for more than 20 years. Her experience as a magazine editor, copywriter and regular contributor to regional national, an international newspapers, magazines, and websites give her a unique and first-person perspective when serving her organization.

In her role as senior communications manager at Discover Newport, the official Destination Marketing Organization for Newport and Bristol counties in Rhode Island, she has developed a comprehensive communication strategy ranging from amplifying key messages with media to conducting and coordinating all internal and external communications.

Andrea was recognized by Providence Business news 40 Under Forty program and has served on the boards of PRSA Southern New England, and Habitat for Humanity, the editorial board of Engage Newport and the Marketing Committee of the Newport County Chamber of Commerce. She had spoken both as a presenter and panelist and multiple topics including public relations, communications, brand awareness and development, social media and more.

On this episode of Destination on the Left, I talk with Andrea McHugh about challenges that come during the off-season and when local officials are skeptical about the value of tourism. There is also so much opportunity out there right now. When tailwinds are strong, how do you capitalize on that momentum? Listen in and find out.

What You Will Learn in This Episode: * How to embrace and market your off-season * Making locals your allies in destination marketing * Working with local officials to educate on the benefits of tourism * Looking well beyond your region for tourism partnerships * How to manage the ebb and flow of visitors with greater consistency

Follow the Money Sometimes local politicians do not see the value in supporting tourism. But when you show them the tax revenue generated, that makes the case for you. Andrea shared how, in her words, “Part of that solution is constantly sharing the data about the economic impact of tourism. In tourism, we can see exactly where the taxes have grown and when there’s an opportunity.”

This education is not once and done. As new officials come into the office, the data needs to be shared and the case made all over again.

Thinking Outside Your Region Sometimes opportunity for cross-pollination happens far from your back yard. When Bermuda, New York, and Co, and Destination Newport discovered they were all hosting sailing regattas, they decided to connect those dots for potential visitors who follow that distinctive recreational activity.

What opportunities are there for your destination to partner with other places hosting similar events or attracting similar visitors? That can be a great form of coopetition!

Resources: * Website: discovernewport.org

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As a native of Utah, Jason grew up visiting the National Parks, Monuments, and other regions throughout the Western United States. That is where he first fell in love with the history and geology of the area.

As he grew up, he continued to enrich his education and knowledge at nature camps and class trips throughout the Southwest. One of his favorite trips was down to Havasupai Falls and the Colorado River in the Grand Canyon. Even when he attended college in California, he continued to enjoy the diverse geological and ecological environments nearby.

He has enjoyed camping, hiking, backpacking, and touring throughout the west for the last 20 years. One of his greatest loves is sharing his passion for the history, geology, and beauty of the Southwestern United States with the tours he hosts.

On this episode of Destination on the Left, I talk with Jason about his experience building an adventure tour operation from scratch over the past six years. With tours running all over the southwestern United States (and now in Oregon!) it’s all about relationship-building. From customers to guides, to all those involved with making these unique experiences happen, building relationship and building trust have been the key to success.

What You Will Learn in this Episode: * Tips for hiring the best client-facing employees * How to create an environment of constant improvement * Staying connected to customers as you grow * The little things you can do to create “Wow!” experiences * Building great relationships with DMOs and vendors * Why trust is such a crucial ingredient to success in this business

From Point A to Point B For large tours on the open road, there is a ready solution: buses made specifically for the travel industry. For smaller group tours, Jason was not finding the right mode of transportation. Bench seats in an Econoline might work for very short distances, but not for a 5 to 12-day trip. Through dedication, research, and customization, Jason finally found the right van and now the comfort of travel is remarked on by customers almost as much as the destinations.

That kind of attention to customer experience can set your company apart from the competition. When you’re in a business where the journey is literally as important as the destination, everything that happens between point A and points B becomes important.

Navigating the Travel Ecosystem As a tour operator, Jason relies on DMOs for information and broader marketing initiatives. He relies on service providers like river rafting companies and glamping outfitters – who could easily undercut him and steal customers away.

It all comes down to trust. That’s why developing relationships is important, from customers to all the players in the travel ecosystem. When you know and trust each other, the opportunity to cooperate gives everyone a fair shake. Wrestling for the same clientele can be nerve-wracking, but you have to put yourself out there and find the people and organizations that are a good fit.

Resources: * Website: southwestadventuretours.com

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Paul Leone began his career as a multi-media producer for the National Baseball Hall of Fame and Museum in Cooperstown, New York. He soon moved on to editing, shooting, and producing several series for cable television and later worked in the studio, agency, and advertising industry. As a TV producer, he wrote and developed several television pilots on American craft beer, the first few hosted by Sam Calagione of Dogfish Head. Although they were never picked up, he discovered his passion for craft beer and knew what he wanted to do as a career moving forward. From 2008-2013, he hosted Beer America TV with John Pinkerton of Moon River Brewing and today, Paul is the Executive Director of the New York State Brewers Association. Since starting, Paul has seen New York’s brewing industry double in size, many new laws passed and has met hundreds of incredible and passionate brewers all over the state and country.

On this episode of Destination on the Left, I talk with Paul about how attractive hyper-local experiences are, but how they can be a challenge to market beyond a region. They also dig into how craft brewing has grown and has become a major attraction in tourism for many regions.

What You Will Learn in This Episode: * How to market hyper-local experiences * Why craft beverages fit well in the tourism category * The economic impact craft beverage has on the local tourism economy * How to toot your own horn you are not top-of-mind in your category * Event marketing that connects with visitors

The Economic Impact of Beer It is no big surprise that beer is important to people- it’s important to economies. But to understand the economic impact on local economies, and the tourism dollars pumped into local economies, a study needed to be done. That’s where the New York State Brewer’s Association comes in and the numbers are impressive for the craft beer industry.

In New York State alone, the economic impact is 5.4 billion dollars in economic impact. Brewers employ 20,000 people across the state and craft brewing creates a $317 million impact on tourism. If those wine and brewery trails are paying off in your region, you are definitely not alone. Craft brewing is big business, spread across small businesses throughout any given region. It matters in a big way to the tourism industry in particular.

Marketing the Hyper-Local Visitors love the local flavor and nothing offers local flavor better than a cold, locally crafted beer. But how do you let potential visitors know all that local flavor – whether beer, wine, or some other regional specialty or recreation activity? That is the challenge Paul was facing New York State’s multi-faceted craft-brewery industry.

Beer Festivals have been a recent focal point. Paul noticed that many festivals were run by distributors – people got a variety of beer for their festival ticket, but they didn’t get any real connection with the people who actually crafted that beer.

Bringing the brewers right to the festival makes all the difference – to the point where they didn’t need musical entertainment anymore! By focusing on the brewers, festivals have become even more of a draw, and the hyper-local flavors are described by the people who actually make them.

Resources: * Website: newyorkcraftbeer.com * 2018 Economic Impact Study: newyorkcraftbeer.com/economic-impact-county

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Bob Provost, president, and CEO of New York Tourism and Industry Association (NSYSTIA) has been pretty much everywhere in New York State, from Long Island to the Thousand Islands. He currently resides on a small farm in northern Rensselaer County. When Bob joined NYSTIA as a member in early 2017 he had no idea he would be joining the staff as president and CEO in September of 2018. He felt that there was tremendous potential yet to be realized in the organization and terrific people to work with.

Prior to joining NYSTIA, Bob enjoyed success as chief marketing officer with the Hearst newspapers in Albany, New York from 1987 to 2005. He then served as CMO of the Star-Ledger, Newjersey.com. During his time there, Bob campaigned for a more structured, proactive tourism infrastructure in the Garden State.

In 2015 Bob transitioned from his role as a media executive to become president and CEO of the Greater Newark Convention and Visitors Bureau where he dramatically upgraded digital marketing and international outreach, achieving increases in occupancy, average daily rate, and welcome the first new hotels in that market in decades. Bob has worked with students throughout his career as a faculty member at Sienna College and Rutgers Business School, and with hundreds of interns. He has served on the boards of many institutions, colleges, cultural and arts organizations, chambers and CVBS, as well as social service organizations.

On this episode of Destination on the Left, I talk with Bob about the economic impact of tourism, and how to really listen to residents and help them understand and embrace the positive impact of tourism. He says, improve the visitor experience and you will improve the resident experience. Find out how to get neighbors and business owners on board and treat tourism as the economic development engine it is.

What You Will Learn in This Episode:

Why best practices are more important than industry experience
How to help a community understand that good tourism means an economically healthy community
How internships from outside hospitality can be a win-win
The 8 Ps of Tourism Marketing
The importance of embracing change as communities and tourism itself evolves

Tourism as Economic Development Too often, the wider economic impact of tourism is overlooked by residents. Bob wants to change that by helping people involved in tourism change the narrative. Bob shares how if your tourism sector is successful, then you will have revitalized downtowns in small towns as well as jobs and small business success.

Tourism also reduces their tax burden and increases employment opportunities. It enhances the quality of life choices that are available to them by supporting restaurants, attractions, and other leisure opportunities. Bob wants the business community to understand how they can hitch their wagon to that visitor economy and increased sales and success.

Embracing Change Bob ended our conversation with this message: “I’m a big believer that healthy organizations are very much like healthy organisms. They need to embrace evolutionary change or they will not survive the competition of the fittest.”

If you don’t evolve, change is going to be a lot more traumatic. Making a smaller, incremental change on a consistent basis allows you to move forward as an organization and thrive. That’s the philosophy he is embracing for NYSTIA and one that we all have had to learn – hopefully not the hard way!

Resources:

Website: nystia.org

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Jennifer Barbee is a serial entrepreneur, professional speaker, and all-around boss. Jennifer and her partner Kristen created the agency Destination Innovate in 2017, in addition to running to successful digital branding agencies. She has been named Stevie® Female Entrepreneur of 2013, 2014 in Advertising/Media/PR (U.S. and Europe), ranked #17 in StartUp Nation’s® Top 100 Moms in Business and has represented some of the country’s leading brands, affectionately dubbing her the “dot com diva” and the “Harvard of Internet and Travel”.

Jennifer wows crowds with her unique brand of humor and real talk. She is a tireless advocate of women entrepreneurs and regularly hosts success schools and offers private coaching. She continues to offer her digital strategy expertise to consulting and speaking at conferences around the world.

Jennifer is also a mom of four and is an avid coffee and mimosa enthusiast.

On this episode of Destination on the Left, I talk with Jennifer about risk-taking in travel marketing. It may push our comfort levels, but it can pay big dividends compared with the status quo. We also talk through some great marketing strategies and tactics you can start using right away – from Facebook tools to DMOs.

What You Will Learn in this Episode: * The importance of calculated risk-taking * Finding the gaps in marketing that others are not exploring, and getting there first * Taking advantage of “now” opportunities, not non-existent “forever” strategies * How to bring gender equity to leadership roles in the travel industry * Ingredients for successful collaboration * How DMOs can share with smaller stakeholders marketing secrets they can use themselves

Embracing Risk Expedia and Travelocity took big risks if you can remember back to those early days of the internet. Millennials, just sit back and let us tell you the story. At the dawn of the 21st Century, a flight and hotel aggregator was literally wishful thinking. Jennifer talks about how Expedia and Travelocity took that wishful thinking and some great coding expertise and created some dramatic disruption in the industry.

Jennifer invites us to not be afraid of risk. There are so many calculated small risks you can take to make a bigger impact with your marketing budget, like putting the story in the hands of the visitor. She offers some great examples of personality-driven websites that target a specific segment you want to attract. When a visitor tells you what they like, you can target the right message that engages, building a relationship, and bumps up your visitation numbers.

Travel Marketing Hacks We also discuss a fascinating social media hack destination marketers can use. It’s great for large organizations but even better for the smaller hotel or attraction. It’s a really great platform for the small BNB or the small hotel owner who only has 20 or 60 rooms to take control of the booking. You can do a double dip there, building awareness and doing good in marketing, but also utilizing a booking engine with no fees attached. We dig into the specifics of how you can make this happen on Facebook, Instagram, and WhatsApp.

Jennifer is an amazing resource who is always willing to ask tough questions, give unexpected answers, and generally get the conversation to the level where big ideas can turn into action that makes a real difference in your organization.

Resources: * Personal Web Site: jenniferbarbee.com * Company Web Site: destinationinnovate.com * Get Lost in Loudon Trailer: https://www.youtube.com/watch?v=sgw-C2m0IXg * SLAY IT: slayit.info

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Colleen Onuffer is a consultant at Break the Ice Media and vital part of the team. She uses her passion for writing and storytelling in her role here to make a big impact for her clients. Since her start in 2016, Colleen has helped her clients find their essential stories and develop targeted messages.

Colleen enjoys making new travel media contacts by participating in travel shows, like Discover America Day and I Love New York Media Marketplace. She loves exploring travel trends by attending conferences likes the one provided by the New York State Tourism Industry Association.

This episode of Destination on the Left is a team cast, in which I talk with Colleen about influencer marketing. What is it, and how can you best use it to bring more visitors to your destination? Colleen has literally written the book on this, working with the Break the Ice team on a new ebook on the subject.

What You Will Learn in This Episode: * Why working with an influencer is different from working with a traditional travel journalist * How to understand and set expectations for an influencer you work with * Why the number of followers is not the best metric to use in deciding which influencer to work with * How to find the right influencer “match” for your destination * How influencers can help you reach a new or underserved market for your destination

Is Your Destination Right for Influencer Marketing? Working with influencers may or may not be a fit for every destination. But it can be an incredibly powerful way of making a big impact through the social media pull of that influencer. Colleen and I talk about how to vet influencers to match the audience you are trying to reach. Who is their audience? What is the level of engagement they receive? If they post content and don’t get much response, they might not deliver the bang your buck that you are looking for.

Understand that sometimes an influencer will come to a destination for the comped travel package alone, but some will be looking for financial compensation. This is how they earn a living, after all. Be ready to know your own budget for the project and be willing to discuss the deliverables you expect for an agreed-on price.

Working With An Influencer Influencers are looking for a different experience than a traditional travel journalist. Understanding each other’s expectations will make the experience a benefit to you both. For most influencers, capturing great images is the key, so itineraries tend to be more fluid. They need time to get a shot of a gorge or a sunset, or whatever they find interesting about your destination.

To make the most of the opportunity, make sure to supply them with hashtags and links to deals or resources that point the influencer’s followers back to your destination. The impact could be felt months or even years after the influencer has come and gone. Being able to track who expressed interest and who actually booked a visit will help you measure the success of your influencer marketing projects.

Resources: * Influencer Marketing eBook Download: * Resource on Influencers

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Sally Berry is a tourism industry expert who helps Destination Marketing Organizations prepare their destinations to be more competitive and attractions bring in more visitors.

Sally has worked at a small family-owned attraction, a regional DMO and at the Corning Museum of Glass, a world-class museum in New York. She has spent time as a tour operator and also an adjunct college professor at Paul Smiths Travel and Tourism program. She now runs her own tourism consulting and training company.

Sally was named one of the Top Ten Most Influential Women in the Group Tour industry from Groups Today magazine, May 2016, and a Top 20 Tourism Professional in the U.S. by TourOperator.com, 2015. She served as a board member of the U.S. Travel’s Experience Network, formerly known as the Attractions Council.

On this episode of Destination on the Left, Sally and I talk about the opportunities and challenges in the international tour group space, especially the China market. Her experience gives her insight into not only the growing market in Chinese tour groups and FITs but how to nurture relationships with tour operators and guides. She also offers some great tips on using relationship-building tools and social media to connect with these markets.

What You Will Learn in this Episode: * Maximizing marketing time and dollars on your best clients and markets * How to manage international and domestic segments of your visitor base * How to make it easy for tour operators to choose your destination * Why the China market needs to be on your radar * Best practices for treating tour guides right

Narrow Your Focus It’s tempting to just cast your nets wide and hope to catch a lot of travelers to your destination. But Sally encourages attractions and destinations to use the 80/20 rule. Find out who your top market segments or top repeat tour clients are, and focus 80 percent marketing time and energy on those groups.

Narrowing your focus will sharpen your message and deepen your relationships with those groups. Sally has found that narrowing your focus actually increases traffic and dollars to your destination.

China Market You might not think the market for Chinese tour groups is a good fit for your location. In the past, if you were beyond the “golden triangles” in the northeastern US or California in the west, the China market was a long shot. But Sally is seeing that change as more Chinese people look to travel and expand beyond those traditional areas of interest.

Sally and I discuss a hugely popular Chinese social networking platform called WeChat, a huge tool for understanding and interacting with people and groups in the China market.

There is a lot more great food for thought in this conversation. Sally suggests finding partners in the destinations guests are coming from and going to when they visit your attraction. But, also looking for partnerships with groups you might not think of at first. There is a world of co-opetition out there to explore and make use of.

Resources: * Website: sallydavisberry.com * Getting familiar with WeChat: http://sallydavisberry.com/wechat-is-a-great-way-to-build-relationships-in-the-chinese-tour-market/

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Connie Stopher serves as Executive Director of the Southern Idaho Economic Development Organization. In this role, she oversees the business and talent recruitment for a seven-county region. Since taking on the role of executive director in 2017, the southern Idaho region has experienced nearly $500 million in business expansions and nearly thousands of new jobs created.

Previously, Connie served as the executive director of the South Coast Development Council in Coos Bay, Oregon, and as the economic development specialist at Bannock Development in Pocatello, Idaho. In both of those roles, Connie enjoyed the opportunity to create new business retention and expansion programs that helped revitalize struggling communities and assist existing and new businesses.

Melissa Barry is the Executive Director of Southern Idaho Tourism. She is responsible for developing and promoting tourism and recreation in southern Idaho and helping to strike the balance between economic impact and environmental stewardship. Since taking the leadership role at Southern Idaho Tourism, lodging collections have risen from historically flat numbers to double-digit increases. Southern Idaho Tourism, has received multiple national press stories, and partner approval rating is at 94 percent.

Prior to joining Southern Idaho Tourism, Melissa managed the marketing department at Cabela’s, the world’s foremost outfitter.

On this episode, I talk with Connie and Melissa about how tourism and economic development go hand-in-hand, and some specific partnerships that they have forged in their region. From recruiting people to live and work to inviting visitors without damaging the natural resources that draw people to a region in the first place, working together with all potential stakeholders is the only way to really get the job done.

What You Will Learn on this Episode: * A “best-kept secret” pitch for talent recruitment * Strategies you can use to marketing your region * How to get locals to become tourism cheerleaders * Ways stakeholders can manage visitor impact on natural resources * How to grow tourism in rural areas

Tourism as Economic Driver Tourism and economic development can get siloed, hampering the collaboration that can happen and boost a region economically. For Connie and Melissa, that means working together. For instance, they might combine their video promotion budgets to create a better end product than each could have done separately. Or what if tourism agencies and local chambers of commerce work in conjunction with each other? In some areas, this is a stretch, but it shouldn’t be. There is a synergy that can happen when local communities welcome visitors, new residents, and new businesses to the region. When all of that happens together, communities thrive.

Tourism in Rural Areas Why would anyone want to visit? That can be the sentiment from locals who don’t realize the beauty and wonder of their own backyard. Connie and Melissa share how sometimes they need a little bit of help in identifying the assets they have, even in the smallest of communities. It comes down to realizing that they have assets that are worthwhile for visitors to see and participate.

Resources: * Website: visitsouthidaho.com * Website: www.southernidaho.org * Southern Idaho Economic Development’s podcast, Secret’s Out Idaho!: southernidaho.org/blog

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Robin Boehler is a co-founder of international management consulting firm, Mercer Island Group. Mercer Island group is a prominent global marketing management consulting firm helping clients and agencies solve a broad range of business problems from building business and tough competitive markets, to creating strategic roadmaps, and matching the right clients and agencies for productive relationships, to name a few.

Robin’s unique ability to work with teams and help improve organizational productivity is the direct result of an eclectic background, including her degree in human development and family studies from Cornell University, several years of experience in elementary education, plus training and team building experiences across a myriad of industries, and extensive volunteerism experiences. She is a frequent speaker having presented and keynoted at events sponsored by the BMA, the four A’s, AMI, and others.

On this episode of Destination on the Left, I talk with Robin Boehler about her wealth of experience in starting and maintaining vital client/agency relationships. How do you uncover what you need from a marketing agency or PR firm and finding the right fit? Robin’s wealth of experience and knowledge is on full display in this can’t miss episode.

Things to Consider When Choosing an Agency Partners If you think you are not big enough for an agency to want to work with you, think again. Travel and tourism business is a desirable category for both regional and national marketing agencies.

How do you find an agency to work with? Robin’s advice is to start with introspection. Know your organization and what you need before you start looking at your next agency relationship. Know why you need an agency. What are you trying to solve? The reason that’s important is you need to know what business results you think will be improved by hiring an agency. Figuring out the right fit may take some time, but hopefully, you and this agency will be in it for the long haul. Take your time.

Network Your Way to a Good List You don’t want to automatically go with the first agency you meet. Find out what they are like and what their strengths are and see if that fits with your needs. Do you need a good media buyer? Help with social media? Good creative? Whatever the scope of work, Robin suggests starting with a list of 20 and meeting with at least 5 before making a final decision on who to work with.

The goal is to take the mystery out of how this relationship is going to work. This isn’t a commodity that you’re buying. You’re buying strategic intelligent, creative assets from a group of people who will be thinking partners with you.

Resources: * Website: http://www.mercerislandgroup.net/

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Bill Geist is the Chief Instigator at DMOproZ, a firm specializing in strategic planning, governance, marketing, and legislative issues for convention and visitor bureaus, tourism-focused chambers of commerce, economic development organizations, and communities. Prior to forming DMOproZ, Bill served as the President/CEO of the Greater Madison (WI) Convention & Visitors Bureau.

Bill is the author of Destination Leadership and a contributor to Fundamentals in Destination Marketing. He has provided consulting services to over 200 DMOs since 1995 and is a popular speaker on marketing trends and destination development across North America.

On this episode of Destination on the Left, I speak with Bill about the shifting role of the DMO. Marketing is just the tip of the iceberg. DMOs have a larger leadership role to play in the economic fortunes of the communities they serve. It starts with an attitude of service, of giving back.

What You Will Learn on this Episode: * Why DMOs need to speak up on economic development issues in your communities * The role of advocacy in DMO work * What DMOs can do better than the internet * Why understanding who you don’t appeal to is as important as understanding who you do appeal to * Why storytelling is only going to become more important in the work of DMOs * How to connect more with the community you serve as a DMO

Destination Leadership Organizations Recently, we have begun discussing the expanding role that DMOs are playing and should play in their communities and now we’re thrilled to welcome a guest who has been promoting this conversation for a long time. Talk about great timing.

Bill talks with us about the evolution of destination marketing over the past decades, and the need for destination leadership. He relates some stories of economic development missteps that could have been avoided if DMOs has raised their voice – but they thought it wasn’t their place.

DMOs can be a critical conduit of information and stories that will help communities flourish and visitors fall in love and return again and again. This is a wonderful conversation on the leadership role DMOs can and should play.

It’s Not About Heads in Beds Bill believes DMOs have often done a poor job of telling the story of their value to a community. At the end of the day, it’s not about heads in beds – what DMOs do is improve quality of life. They make their destination a better place to live.

It comes down to communication. DMO directors would love to hear from you, and the community is waiting for leaders to sit down and talk about what’s happening, what they can promote and what stories they can tell on your behalf. It’s a two-way street, but Bill Geist is encouraging DMOs to take the lead!

Resources: * Website: dmoproz.com/ * Website: longwoods-intl.com/travel-tourism-research/ * Facebook: facebook.com/DMOproZ * Twitter: @DMOproZ * Destination Leadership Book: Destination Leadership Book

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Cassandra Harrington has served as the director of Destination Marketing Corporation for Otsego County for over a year. Prior to that, she was the director of the Cayuga Lake Wine Trail and she started her marketing career as the membership development manager at the Seneca County Chamber of Commerce.

In her own words she is “learning the inner workings of the group travel industry as well as the intricacies of New York state matching funds, and who’s who in the igloo of the county, regional, and state tourism efforts.”

On this episode of Destination on the Left, I talk with Cassandra Harrington of the Otsego County Tourism board about sharing the tourism love beyond America’s pastime at Cooperstown. How is the role of DMOs changing? How best can you help visitors and locals alike embrace those changes and reap the benefits of visiting or living in a given region? That’s the conversation we’re having, join in!

What You Will Learn in this Episode: * How local, regional and state DMOs can coordinate efforts and all win * How to encourage group tours to your region that are more than “party busses” * Using shoulder seasons to encourage savings on people’s travel budget * Ways to highlight both a “big draw” attraction as well as the “hidden treasures” in your region * How to encourage locals to embrace the economic engine of travel and tourism * Helping communities see the benefits of non-traditional lodging like AirBnB

#NextGenDMO Cassandra is part of a growing trend of people who are coming into Destination Marketing Organizations from the attraction side of the travel industry. These newcomers have noticed the trend themselves and jokingly refer to the hashtag #NextGenDMO as they collaborate and experience their new roles together.

It’s safe to say the passion and sense of innovation they bring to their roles is welcome. As technology and the ways visitors experience a region change – for instance, not necessarily from a hotel room removed from town, but right in town, in your neighbor’s short term rental property – DMOs are challenged with drawing in these visitors and finding ways to extend their stay and make it as memorable as possible.

Attracting the Visitors and Engaging the Locals Another trend we’re seeing is how DMOs are more and more filling the role, not just of attracting visitors, but getting locals excited about the economic opportunity and vitality that tourism brings to their home region.

This is happening in Otsego County, home of the Baseball Hall of Fame and many more hidden gems that visitors have come to love and locals have treasured for years. The rise in popularity of short term rentals means that visitors are living side-by-side with locals during their stay. Highlighting the long-term benefits in infrastructure improvements and other ways occupancy taxes of those visitors help the local economy has become part of the DMOs job description.

Resources: * Website: otsegocounty.com/depts/tor/

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Richard Arnold is the Director of Fun at Atlantic Travel and Tours. He is a graduate of Acadia University and has been with Atlantic since 1987. He is also a member of the board of Travel Alliance Partners, where he serves as treasurer.

After working as an employee for many years, Richard took the plunge and purchased Atlantic Travel and Tours. He is a busy man- but he’ll be the first to tell you his first love is hosting the trips and being a tour director. Though his title is now Director of Fun, he still gets out in the field and leads trips from time to time. He says, “I want to be judged on the job, not on the fact that I am president of the company. At the end of the day, if I’m not doing my job, I need to hear it like any other tour manager.”

On this episode of Destination on the Left, I talk with Richard Arnold about his longtime experience in running tours in an around Nova Scotia and outbound tourism to the far reaches of the world. How has group travel changed? How can you stay competitive? How can you continue to make a profit and make promises like a guaranteed departure trip? We discuss answers to these questions and many more.

What You Will Learn in this Episode: * How to balance the people side of the business with the numbers side * How to make a guaranteed departure policy work, even with a low headcount * Partnering with “competitors” to run a larger, more profitable tour * The difference between what is most memorable and what makes people open their wallets in the first place * How to build greater tourism awareness in your destination community

Evolution of Group Touring In the early 2000s, many thought the era of group touring was over. People want to follow their own path, conventional wisdom said. Richard thought something else was happening and developed what he calls “the illusion of choice.”

Part of this is about giving people a sense of having freedom of choice. When you offer options, Richard has found that most people default to joining the larger group anyhow. But you’ve empowered them with a choice, which is what travel consumers want these days.

Paying Attention to the “Wow” Richard has uncovered a gem of wisdom in his 33 years in the industry- often the thing that caused a touring client to open their wallets in the first place is different from what they find most memorable about a tour. Be sure to pay attention to those “wow” factors that may not be the reason people initially book a trip, but what they get out of it in the end.

What “wows” one person might not “wow” another. The greater the customization you can offer (even in group tour offerings), the bigger the “wow”. Richard shows us how you can find ways to make any size tour for any length of time work, through strategic partnerships or just creative thinking and attention to your bottom line.

Resources: * Website: atlantictours.com * Twitter: @Atlantic_Tours * Facebook: facebook.com/atlantictourslimited

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Dr. Kirsten Ellenbogen brings more than 25 years of experience to her role as the third president of Great Lakes Science Center in Cleveland, Ohio. Kirsten’s energetic leadership during the last two decades has advanced informal STEM education. Her leadership activities at Great Lakes Science Center have included the launch of a new strategic initiative, Cleveland Creates, developed in collaboration with regional workforce development leaders to change the community’s manufacturing narrative through STEM education for middle school youth and families. Kirsten has worked at five museums during the past two decades and consulted for more than 30.

She is a founding leader of the Northeast Ohio STEM Ecosystem Collaborative and has been appointed to serve on the mayor’s steering committee on sustainability as well as the planning and Urban Design Committee of the Group Plan Commission. She holds a Ph.D. in science education from Vanderbilt University and a BA from the University of Chicago.

On this episode of Destination on the Left, I talk with Dr. Kirsten Ellenbogen about science, city-wide collaboration, and national partnerships in museum tourism. Kirsten also breaks down the vast difference it makes when other institutions speak with each other and work together, instead of being adversarial.

What You Will Learn: * How to work with competitors to establish points of differentiation * The power of saying yes * How to manage a challenge to attendance in what should be your busiest season * Working with other community players to achieve and exceed expectations around a huge community event * How to maintain your roots as a beloved institution while also connecting with first-time visitors * Working with other nearby cultural institutions to create a wider “campus” * Cathedral thinking – Looking at tourism development from a generational perspective * How strategic plans bring focus to both what you are working on and what you are not working on

From a “No” Organization to a “Yes” Organization Organizations get reputations. When you have a reputation for saying no, opportunities start to dry up, and you get stuck in a rut of doing the same things year after year. Saying yes can also have its challenges, like when your city is hosting a national political convention.

Kirsten talks about how to bring stakeholders together to think through the best ways to face the challenges and opportunities when you invite the nation into your town.

Cathedral Thinking We also revisit a concept from another episode – Cathedral Thinking – as we explore what it means to be a cultural institution with a long view, and a view to contribute and participate fully in the community where you are situated.

Planning isn’t just about the next year or two, but about laying a foundation for generations to build on. That may sound grandiose, but when you are a cultural institution in a community rich with art, sports, music, and science attractions, taking the long view together is just good stewardship.

What foundations are you laying down for future generations?

Resources:

Website: greatscience.com
Facebook: facebook.com/greatlakessciencecenter/
Twitter: @GLScienceCtr

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Tiffany Gallagher is eastern USA branch manager for Civitas, where she helps clients form and manage Tourism Improvement Districts. Throughout her career, she has shown a strong commitment to the tourism and business communities. Most recently she served as the President of the Greater Syracuse Hospitality and Tourism Association and currently serves on the New York State Hospitality and Tourism Board of Directors. Relevant experience also includes; serving on the Board of Directors of Destination Marketing Organizations, Strategic Planning Councils, and Business Improvement Districts.

On this episode of Destination on the Left, I talk with Tiffany about how Tourism Improvement Districts (TIDs) can create a public/private partnership that brings huge benefits to a travel region. These can be formed around hotel accommodations, wineries, breweries or ski resorts. TIDs create a stable funding stream and puts decision-making in the hands of industry leaders in the region.

What You Will Learn: * The role that Tourism Improvement Districts (TIDs) play in building a destination’s competitive advantage * How TIDs are getting more traction in the eastern United States * How to set up a TID as a legal entity * Why TIDs are a benefit to both the public and private sector in the district * The crucial role of relationships in DMOs, local government, and industry in a successful TID partnership * How to gather the general data needed and the buy-in to form a TID in your area * How a TID establishes a stable funding stream to market your region as a unique travel destination * Why there are no size requirements for establishing a TID – from one hotel to major cities * How TIDs can form around any travel-related industry (wine, brewery, skiing, etc.) that agrees to form one

When and Why to Form a TID TIDs are an exciting concept that has been a big factor on the west coast of the US and are slowly growing in popularity across the eastern US.

What makes a TID such an attractive idea? The power, Tiffany tells us, is that this funding mechanism is championed by the industry. It is also managed and spent by the industry. TIDs are a stable form of marketing funding that hotels or other travel categories in a region can use until it doesn’t make sense anymore. If the payers are not benefitting, they can disband the TID.

How to Form a TID A Tourism Improvement District is a legal entity. Tiffany has formed organizations as small as one hotel and as large as all the hotels in a mid-sized city. Relationships are key, as this is essentially a public/private partnership between local governments and the industry players in a given region.

Resources: * Web site: http://www.civitasadvisors.com/ * LinkedIn: https://www.linkedin.com/in/tiffany-gallagher-09a0146/ * Email: tgallagher@civitasadvisors.com

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Fred Bonn of New York State Park, Finger Lakes Region, and his management team, oversee 29 facilities across 10 counties. In 2018, Finger Lakes Parks has welcomed over 3. 8 million patrons who enjoyed hiking, swimming, boating, golf, and camping. Prior to joining New York State Parks, Fred served as the director of the Ithaca-Tompkins County Convention and Visitors Bureau. Currently, he serves on the board of the Finger Lakes Tourism Alliance, and the State Theater of Ithaca. He also represents New York State Parks on the Erie Canal National Heritage Corridor.

On this episode of Destination on the Left, I talk with Fred about regional collaboration from the perspective of a state-run entity. He has some fantastic success stories to share about working to enhance the visitor experience at the parks he and his team manage and paying attention to all the resources that abound beyond the park borders. He also ends with arguably our most delicious co-opetition story yet, so listen in for a truly special episode.

What You Will Learn: * Equipping all customer-facing staff with training to answer basic questions about your destination and region * Finding funding and working with key stakeholders to enhance the visitor experience at your venue * Tying your destination into the broader visitor experience of your region * How to manage huge maintenance projects at key attractions while protecting public safety * Empowering people to come up with solutions * Taking blinders off and working for a greater good * Best practices for successful partnerships * The power of face to face conversation in travel planning * Taking travel information to where people are actually going

Taking the Blinders Off Even if you’re just a little cabin in the woods, you are part of a wider region where people are spending time vacationing. The more you can look beyond your individual business, the more opportunities you will find. For Fred Bonn and the Finger Lakes area state parks, that meant not just thinking about hikes and camping, but about the regional wines, craft beverages, history – everything that draws people to visit the Finger Lakes region. Travelers don’t pay attention to town or county lines when they are planning their itinerary, so the more local businesses, public entities, visitors bureaus, and DMOs can work together to market a region – the more pie there is to share. That is the lesson Fred continually learns and preachs to others in his work.

Lessons From the Ice Cream Sundae Wars Controversy is sticky. People pay attention when there is a controversy. So when Ithaca, NY found out that Two Rivers, Wisconsin was trying to lay claim as the birthplace of the ice cream sundae, war may not have been inevitable – but it made for some good headlines. It was the perfect opportunity for some good old-fashioned co-opetition.

Both towns agreed to boast that they were the first, with the thought that maybe they would get some national media attention. Not only did it work, but when a media outlet would interview one town, they would call the other to give them a few clues about how to keep stoking the flames. “Reality” TV is not the only place where fake controversy can pay off- publicity from friendly rivalries can be a great way to garner attention and a win-win for both participants.

Resources:

Website: parks.ny.gov
Fred Bonn on LinkedIn: https://www.linkedin.com/in/fredbonn/

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Sam Filler serves as the executive director of the New York Wine and Grape Foundation, the main trade association responsible for statewide investments in research and promotion on behalf of the New York wine and grape industry. He previously served as director of industry development at Empire State Development. In that role, Sam worked closely with the alcoholic beverage industry and policymakers to implement governor Andrew Cuomo’s Craft Beverage Initiative. Sam is a graduate of Vassar and New York University. He serves on the boards of Cornell Agritech Advisory Council, National Grape Research Alliance, Wine Market Council, and New York Kitchen.

On this episode of Destination on the Left, I talk with Sam about the intersection of the craft beverage industry and travel and tourism. The regional nuances, especially of wines and other craft beverages, create a tremendous opportunity for destinations and the beverage makers who call that region home.

Credit: Wine and Grape Foundation

WHAT YOU WILL LEARN

How to work together across a region to promote niche markets like craft beverages as part of the tourism fabric of the region
Where to look for marketing dollars and join in creating a bigger impact through regional partnerships
How you can lose economic development marketing dollars if you have no one in charge of deciding when and where to spend those dollars
Ways to better know your target market, and target the right messages to that market
How to bring the right tactics and strategies to your marketing plans, even on a limited budget

GETTING CRAFTY

Craft beverages are becoming a huge industry. Every town and hamlet, it seems, has at least one winery, brewery, and distillery, dispensing locally hand-crafted wine, beer, and spirits.

And of course, all of those adult beverages are a big part of the travel and tourism industry. Wine and beer trails are becoming more popular and drawing in a larger audience. These trails and other craft beverage related events present a great opportunity for beverage makers, regional hotels, restaurants and other destinations to work together to create a unique and memorable visitor experience.

STRATEGIES AND TACTICS

One of the challenges of collaborating with multiple players in a given region is figuring out who is in charge of what.

With a project like a wine trail, the point person is likely running a business full-time alongside this volunteer commitment. Sam saw the need to develop a “set of tactics and strategies that we can offer to these wine trails that they can kind of pull from and know that there are tried and true techniques to attract the right people.”

So through the Wine and Grape Foundation set about to provide exactly this kind of strategic direction and some real tools that can filter down to the smallest, smallest winery.

RESOURCES

Website: newyorkwines.org

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Tami Brown currently serves as the General Manager for the Greater Cleveland Aquarium, the only independent aquarium in Ohio. Tami promotes the tenets of “servant leadership”, and her fascinating career path has wound between the arts and culture industry and the travel and tourism industry, giving her unique insights into both.

Tami has spent her career working with attractions in northeast Ohio including the Western Reserve Historical Society, the Center for Contemporary Art, the Cleveland Museum of Art, and the Cleveland International Film Festival. She served as Vice President of Marketing for Positively Cleveland, a non-profit dedicated to using tourism to drive economic vitality throughout the region. She also serves on many boards of directors, including the Ohio Travel Association, the Tourism Ohio Advisory Board, the Center for Community Solutions, and Flats Forward (representing the Flats neighborhood of Cleveland).

On this episode of Destination on the Left, I talk with Tami about the overlap between the arts and culture industry and the travel and tourism industry, and why that often-overlooked relationship has the potential to be a powerful driver for both industries. Listen to our conversation, and learn how effective partnerships can benefit everyone involved.

What You Will Learn: * How Tami’s career diversion into marketing ironically led her to her dream job in the arts and culture industry. * Why authenticity is the key to standing out as a desirable destination * The power and potential of leveraging connections within different industries * How an unexpected partnership with a local craft brewery to helped grow a program to protect and endangered turtle species * The importance of communication when creating a partnership

Why Do Partnerships Matter? One of the major challenges we the travel and tourism industry face is in finding new ways to promote ourselves. Tami provides a great example of the benefits that partnering with other organizations can provide. Her contacts within both the cultural and tourism industries have allowed her to use outside-the-box thinking to come up with innovative marketing possibilities.

There is an obvious and logical overlap between tourism and the arts and culture industry that is too often ignored. By reaching out and forming cross-industry connections, we can form strong relationships that have broad-reaching effects.

When Opportunity Knocks Opportunities to promote our industry are everywhere, as long as we remain open-minded and ready to cooperate. We already know the dramatic economic impact that destination marketing can have, so the natural extension of that mindset lies in coordinating our efforts wherever possible. Through its partnerships with businesses and organizations in a variety of industries, the Greater Cleveland Aquarium is leading by example. That’s why it was my great pleasure to speak with Tami about her efforts.

Resources:

Website: www.greaterclevelandaquarium.com

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Beth Erickson has served as the President and CEO of Visit Loudoun since 2014. Visit Loudoun is in Loudoun County, Virginia and in 2016 alone, they generated almost $1.69 billion in travel spending and supported more than 17,000 jobs in the travel industry and adjacent businesses.

Prior to her current position with Visit Loudoun, Beth served as the Vice President of the Journey Through Hallowed Ground Partnership, a non-profit organization that works to raise awareness and support for the 180-mile stretch of land lying between Gettysburg, PA and Thomas Jefferson’s Virginia plantation home, Monticello. In 2008, the partnership was recognized by Congress as a National Heritage Area. Beth chairs the government affairs committee for the Virginia Restaurant Lodging Tourism and Hospitality Association. She also serves with numerous organizations including the Loudoun County Comprehensive Plan Stakeholder Committee, Loudoun County Economic Development Commission, Loudoun County Economic Development Authority, and many more committees and boards of directors. She has received numerous awards and honors for her work.

On this episode of Destination on the Left, I talk with Beth about the wildly successful work her organization has been doing to turn Loudoun County, Virginia into a popular and respected travel destination and well-connected cultural center. Listen to our conversation and discover how education, collaboration, and storytelling have served as powerful tools for building up the local travel and tourism industry and have had wide-reaching effects for the entire region.

What You Will Learn: * How Beth’s background in manufacturing, marketing, and advertising first exposed her to the world of destination marketing * How Loudoun County’s existing reputation as the wine country of the nation’s capital was a rich foundation to build upon * How Visit Loudoun works with the Virginia state tourism office to coordinate and bolster their efforts * Why Beth’s biggest challenge has been making tourism more visible, and how she has worked with elected officials to “tell Loudoun County’s story” * What projects she’s currently working on, including the upcoming opening of a world-class athletics center and training facility * Why collaboration and cooperation between “competing” parts of the tourism industry have been impactful on her own work

Why Does Destination Marketing Matter? Aside from the tremendous economic impact the travel and tourism industry has on an area, destination marketing is a wonderful way to tell the story of a location. Through coordinated education efforts and cooperation with local and state organizations and elected officials, the ripple effect from marketing efforts can boost an entire region.

In Loudoun County’s case, the efforts Beth and her organization are making have been major contributing factors in opening up new avenues for growth. It has helped expand local transit and athletic opportunities, and certainly been an influence on Amazon’s decision to locate their HQ2 a mere 50 miles from Loudoun.

Cooperation Equals Opportunity As Beth illustrates beautifully in our conversation, cooperation with others has been a powerful tool to help tell Loudoun County’s story. By working with the state tourism office, elected officials and other organizations, Beth’s coordinated efforts have paid dividends for the local travel and tourism industry helping to expand the local economy with new and exciting opportunities for both visitors and residents.

Our industry is a remarkable engine for regional growth and cultural development. There are countless opportunities for thinking outside the box while growing your reputation as a worthwhile travel destination. That philosophy of innovation and teamwork is precisely why it was such a pleasure to chat with Beth and hear her insights.

Resources: * Website: www.visitloudoun.org

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Putting a marketing plan together may seem like a daunting task, competing with your daily must-do list and everything else vying for your attention. But without a plan, you are just wandering in the desert and hoping for outcomes you haven’t clearly defined. Planning is a necessity in order to grow and sustain your business.

This episode of Destination on the Left is a solocast all about developing a solid marketing plan: setting goals and the tactics it will take to achieve those goals. We’ll talk about situational analysis, SMART goals, and drilling down on exactly who your target market is. We’ll talk about the messaging you need for different stages in the customer journey. We’re going to give you everything you need to get a great plan for 2019 together and get it done!

What You Will Learn:

How to set SMART goals for the coming year
How to do a situational analysis
Steps to develop one or more buyer personas
Developing and following through on a tactical marketing plan
Keeping your plan flexible, but tethered to doable goals and outcomes

Insights to Support Your Plan Plans are fluid documents.- you don’t have to have all the answers today. They provide a roadmap to where you want to go, but it’s okay to tweak them and change them. Having a plan to start with will make it easier to make adjustments along the way.

You will start your plan by answering this question: What are the top three to five goals that you want to accomplish in 2019?

Back in Episode 96, we touched on some really important ideas that affect how you plan your marketing. I spoke with guest Susan Baier from Audience Audit. She talked about getting beyond the who and the where to really understanding the why. Why are clients looking for a travel option, and why is your destination the best option for them? Understanding the why provides you with the insight needed to tailor communications to speak to them. This is the kind of information you need to gather for an effective marketing plan.

Getting Tactical None of this matters if plans remain on a page somewhere on your laptop or in a binder lost in a pile in your office. So in this episode, we also dig into the tactical elements that will bring your marketing plan to life.

Remember, this is a breathing and living document. It’s not written in stone and it can easily be changed and adapted as you move through the year. Just having the plan is a huge step in helping you to achieve your goals in 2019.

Resources:

US Travel Association
Destination Analysts State of the American Traveler
Family Travel Association
Destination on the Left Episode 96
Brand Now by Nick Westergaard

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Nancy Marshall has been doing PR since the early 1980s. She founded her agency, Marshall Communications, in 1991 serving tourism and especially outdoor recreation clients. Since then, her agency has grown significantly and now her and her team handle the state of Maine Office of Tourism and state of Maine Department of Agriculture, as well as the Orvis Company. Nancy’s passion is around personal branding and she works with individuals to leverage their personal brand. Nancy recently launched her own podcast, the PR Maven – so check that out right after you listen to this one!

On this episode of Destination on the Left, I talk with Nancy about all things PR. We discuss how Nancy gets into the trenches with her clients to find out what they are all about. We also talk about digging in on data and analytics-how to look at the right numbers to understand where your visitors are coming from and why. Hers is a breadth of knowledge that doesn’t come along every day, so this is a great conversation.

WHAT YOU WILL LEARN:

How personal brand can impact the present as well as your legacy
Why building relationships online and offline is so important
Becoming a trusted resource in good times and during crises
The importance of data and analytics for the best PR bang for your buck
How co-opetition can give you boots on the ground where your clients need them
How to learn from your raving fans to help define the brand story

TEND TO THOSE RELATIONSHIPS

Being connected in real life with your media contacts is so important. Nancy says for her, “That has been where the magic happens – when I’ve been able to spend time with my media contacts in some shared activity. It builds trust and a genuine relationship.”

Digital relationships are good, but there is something about meeting and connecting with people in real life that helps deepen those bonds, so you are friends – and also that your destination will be top of mind, because of that outdoor adventure you shared, or the great meal at a memorable restaurant. With a relationship built on trust, when a crisis occurs, people are more likely to trust what you are saying.

DATA ANALYTICS

Measurement is crucial. What do you measure and why does it matter? Nancy shared, “When we’re starting a new engagement with a client, we actually have a discovery meeting where we discuss what the goals are and what the metrics should be. We decide collaboratively what to measure.”

With tools like Google Analytics and others at our fingertips, there’s no excuse for not knowing the data.

RESOURCES:

PR Maven Podcast: https://prmaven.com/podcasts/
Measure What Matters by John Doerr: https://www.whatmatters.com/
Traction by Gino Wickman: https://traction.eosworldwide.com/traction-book

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Caroline Boland and Gary Curran together run the Dingle Peninsula Tourism Alliance, located on the southern coast of Ireland. Gary serves as chairperson of the alliance, and Caroline is a marketing consultant for DPTA.

Gary grew up on the peninsula and now runs Greenmount House, a 4-star rated bed and breakfast in Dingle. Caroline visited some years ago and knew this beautiful place was where she wanted to live. Together, Gary and Caroline have been traveling in Massachusetts and New York on behalf of the DPTA. Coincidentally, both Gary and Caroline graduated from the Shannon College of Hotel Management in Galway, Ireland.

On this episode of Destination on the Left, I have a conversation that will make you want to pack your bags immediately and head for the southern coast of Ireland. I talk with Caroline and Gary about the challenges of marketing on a limited budget and the exciting opportunities for collaboration that come out of that kind of necessity.

What You Will Learn: * Why the Dingle peninsula is renowned as one of the most beautiful places on earth * Strategies for extending your season * How to market your region on a small budget * The difference between marketing yourself as a destination or as an attraction * Benefits of getting your message out directly to the consumer * How to develop meaningful sister city relationships

Beautiful Landscape is Just the Beginning Whatever brings people to your destination is often just the tip of the proverbial iceberg. How do you help visitors explore all your destination has to offer? In Ireland’s Dingle peninsula, it starts with the incredible natural beauty. From there, the people, the food, the hectic festival schedule (they have a LOT of festivals) can all be a big draw. We talk about how there is a different target market for different seasons, and how to connect with people who will enjoy the winter or shoulder season, and those who want to be there in the summer.

Sister Cities and Genuine Relationships As Caroline points out, “You don’t have to have money to make a new friend. You just have to be genuine and, and just welcoming and just want to spend time, share a bit, and build a relationship.” That’s how they approached their relationship with sister city, West Springfield in Massachusetts. How can you build a mutually beneficial relationship, so it’s not just a plaque on the side of the road, and now you’re a sister city? There is some great conversation around making that happen.

Resources:

Website: dingle-peninsula.ie/index.php

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Cory Lee is a travel blogger and advocate accessibility to accommodate disabilities of all kinds. At a young age, Cory was diagnosed with spinal muscular atrophy, but that certainly did not diminish his desire to travel. He has visited destinations on six of seven continents (Antarctica is still on the to-visit list!)

Since starting his blog, curbfreewithcorylee.com in 2013, he has gained more than 50,000 followers across social media and his blog won the prestigious 2017 Lowell Thomas Award for Best Travel Blog. He has written for National Geographic, Lonely Planet, and is a frequent contributor to New Mobility magazine. Corey hopes to inspire others to break out of their comfort zones and start rolling around the world.

On this episode of Destination on the Left, I talk with Cory about the challenges and opportunities with accessibility in the travel and tourism industry. Did you know that people with some form of disability spend $13 Billion a year on travel? If you’re not thinking about accessibility, you are leaving money on the table.

What You Will Learn:

Finding your audience as a travel writer to attract destinations to work with you
Why destinations need to clearly advertise their accessibility to people with disabilities
How to advocate for accessibility accommodations in real time
Considering accessibility in your group tour programs
The details to attend to in planning an accessible trip
Creative ideas to make your destination even more accessible

Full show notes available here: https://breaktheicemedia.com/podcasts/cory-lee/

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Jay has been in the travel industry since 1974, beginning his career operating camping programs for students throughout North America. Jay moved to Massachusetts in 1987 with his family and shortly after started up Sports Travel and Tours. The business first began with group trips primarily for baseball and expanded quickly to include most other major sports. The business has a specific niche, tapping into the passion of the sports fan experiencing games and events live.

Jay also serves on the executive committee of NTA, where he has served in a number of capacities, including board chair.

On this episode of Destination on the Left, I talk with Jay Smith about the importance of seemingly random conversations and just being willing to talk to people. Opportunities abound when you are open to a conversation. You never know where those casual chats might lead. Jay has built a thriving travel business on this simple principle.

What You Will Learn:

The beauty of TTP and TTMP (Talk To People, then Talk To More People)
How to exceed people’s expectations so they return to your service
Diversifying to weather changes in the market
Learning how to get to “yes”
Using co-opetition to play to your strengths and let others play to theirs

Full show notes available here: https://breaktheicemedia.com/podcasts/jay-smith/

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David Huether currently serves as the Senior Vice President of Research at the U.S. Travel Association. In this role, David manages the association’s economic, tourism marketing and advocacy research programs. The U.S. Travel Association is a national non-profit travel advocacy organization working within all aspects of the travel and tourism industry, generating $2.4 trillion in economic output and supporting more than 15 million jobs in the United States.

Before he joined U.S Travel in January of 2011, David was Chief Economist at the National Association of Manufacturers (NAM), where he served as the organization’s economic forecaster and principal spokesman on economic matters important to America’s industrial base. Prior to joining NAM in 1997, David worked with the Bureau of Economic Analysis at the U.S Department of Commerce as an economist. David received his bachelor’s degree from Guilford College in North Carolina in 1990, and he obtained his graduate degree in economics from George Washington University in 1997.

On this episode of Destination on the Left, I talk with David about the important information-gathering and analytic work his organization, the U.S. Travel Association, is doing. U.S. Travel and other advocacy groups collect, collate, and disseminate statistics about the travel industry, helping to secure funding and support from local, state and federal policy-makers. Listen to our conversation and discover what information is being gathered, and how that information is being used to reshape our industry.

What You Will Learn: * Learn what is officially considered “travel”, and what sort of immense impact on domestic business and leisure travel have to the U.S. economy. * David explains the challenges the United States faces in capturing its share of international travel from other nations, and what steps are being taken to address the problem. * David discusses why many outside factors impact the state of the travel industry. Indicators such as the strength of the US Dollar, the price of gasoline, and national employment growth all have their part to play. * The U.S. Travel “Made In America” report is a powerful tool available to destination marketing professionals to showcase how the travel industry is an important economic contributor to local communities across the country. * Learn what fascinating and illuminating information U.S. Travel discovered when analyzing the career paths of travel professionals compared to professionals from other industries, across a thirty year period.

Why do the Numbers Matter? One of the great challenges we face is successfully educating policy-makers on how important the travel industry is on both the local and national level. There is an unfortunate perception that travel is just a “fun but low-wage” industry to work in, which we know isn’t the truth of the situation.

Having access to the important metrics that organizations like the U.S. Travel Association track and gather can help dispel these misunderstandings. The travel and tourism industries have an incredible, far-reaching impact on communities across the country. Revenue is generated, jobs are created, and entire regions are boosted by our industry, so it’s critical that we get that message out.

How the Information is Used Once groups like U.S. Travel have analyzed and processed the information they gather from their studies, those reports can be used to show a cause-and-effect relationship between government travel policies and funding, and how those initiatives impact communities.

By shining a light on the clear relationship between policy and outcome, advocacy groups can illustrate how important our industry is to the health of our communities and can create a stronger point from which to argue on behalf of important policies and changes. This work is crucial to the travel industry, which is why it was my pleasure to speak with David on the subject.

Resources: * U.S. Travel Association’s “Made In America” report: https://www.ustravel.org/research/made-america-travels-essential-contribution-economic-development * U.S. Travel Association Website: www.ustravel.org

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Nicole Mahoney is the host for the Destination on the Left podcast. She is also the CEO of Break The Ice Media, the travel and tourism marketing agency she founded in 2009. Break The Ice Media specializes in working for clients in the travel and tourism industries, through the strategic use of public relations, social media, digital advertising, tourism marketing campaigns, influencer marketing, and video marketing.

Nicole got her start in the business world while attending college when she worked for her father at her family’s car stereo shop. After college, Nicole began working in sports marketing at Frontier Field in Rochester, New York, as the Executive Director of the Lilac Festival. She went on to run promotions for the Canandaigua, New York Business Improvement District and worked on projects for the tourism promotion agency Visit Rochester. With over 20 years of experience in the tourism marketing field, Nicole has truly dedicated herself to the travel and tourism industries throughout her career journey.

On this special 100th episode of Destination on the Left, Nicole discusses why she created the show, building upon the spark of an idea she had all the way back in 2013 while she served as the co-host of an internet radio show. She reflects on Destination on the Left’s past episodes, diverse topics, even more diverse guests, and how the show has evolved over time. She also looks to the future, with exciting plans for the next 100 episodes!

What You Will Learn: * Learn the history of the Destination on the Left podcast, and why Nicole believes it is important to give leaders in the travel and tourism industry a platform to showcase their ideas and successes. * Listen as Nicole reflects upon the journey she and Destination on the Left have taken from the show’s beginning, through one hundred episodes of informative conversation with guests from all over the world. * Learn what it took to bring Destination on the Left to life, from finding the right podcasting partner firm to designing a logo and website, to eventually being hosted on 33 different platforms such as iTunes and Google Play and even Amazon Alexa. * Nicole shares key milestones from the last two years and one hundred episodes, highlighting the wonderfully diverse and informative topics she has discussed with her guests. * Nicole expresses her deep appreciation for the support of her listeners and shares the wonderful feedback and reviews she has received.

What is Destination on the Left? Nicole Mahoney wanted to create a platform to give professionals in the travel and tourism industry a chance to talk about their most creative ideas and share their stories of success. Tourism isn’t recognized as an “official” industry by the federal government, and too often the business leaders and professionals in the field aren’t treated as the industry leaders they are.

That’s why Nicole created Destination on the Left. Through showcasing successful business executives and bright ideas from the world of tourism, Nicole hopes to shine a light on how critical and impactful the travel and tourism industries can be, empowering and strengthening communities all over the world.

100 Episodes Later… Join Nicole as she reflects on one hundred episodes full of amazing guests from all over the country and the world. That’s not to mention the incredibly diverse topics they’ve discussed; topics including regional marketing, influencer marketing, travel PR, digital marketing, grassroots efforts, food tourism, and many others.

And the future of Destination on the Left is equally as bright. This year saw the first podcast roadshow, as well as a five-part series on museums. And there’s so much more planned for the future. Listen and join in on the celebration!

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The travel industry is changing all the time. But some things are timeless. The challenge is to meet the evolving needs of clients, but retain all of the standards of good customer experience that are indeed timeless.

On this episode of Destination on the Left, we talk with a true practitioner of this art. Justin Osbon talks with us about his experience with a truly legendary European tour operator, how to thrive as a 3rd generation company, and how to look to the future.

Justin Osbon started with Image Tours as an account executive where he was expected to deal directly with travel agents who were already working with Image Tours as well as prospects and create new relationships with additional travel agents. In 2007, he was promoted to senior account executive where he was in charge of the team of account executives, and in 2009 became sales director covering all aspects of sales for Image Tours, Inc.

During his career, he has volunteered and participated at various associations including the National Tour Association, American Bus Association, as well as others. He was also given the opportunity to mentor some of the collegiate scholarship winners for Tourism Cares. He was voted one of the top travel supplier sales reps in 2010 by readers of Travel Agent magazine. In January of 2014, he was voted top 10 next gen by readers of Group Today magazine. He has also served as NTA’s chairman in 2016 and remains involved with NTA through leadership team committees.

Full show notes available here: https://breaktheicemedia.com/podcasts/justin-osbon/

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In a region with a lot of tourism opportunity, sibling rivalry is just part of the dynamic of working together. Even more so with metropolitan areas in close proximity: like the two Kansas Cities, or Dallas/Fort Worth, or my guest’s hometown of St. Paul and Minneapolis.

On this episode of Destination on the Left, Adam Johnson of Visit Saint Paul talks with us about the fun you can have with this sort of friendly rivalry. We talk about working together to bring people to the region. And humor – travel is fun, so having fun in your tourism messaging can really create positive vibes about your destination.

Adam Johnson is vice president of marketing with Visit St. Paul where he is responsible for marketing St. Paul as a meetings and tourism destination, along with developing the company’s social media strategy, media relations plan, and special events planning.

Some events Adam has worked closely on include the 2018 Super Bowl, 2008 Republican National Convention, 2011 and 2018 NCAA Frozen Four, 2011 Visa Championships, the Annual Red Bull Crashed Ice Village, an Annual LuckyPalooza on West 7th Street Party, and the 2016 Rider Cup.

He was the brainchild behind “Hello Minneapolis, Love St. Paul”; the Adele Parody, “Free Beer for Furloughed Government Workers” which highlighted St. Paul’s hospitality community; and he led the team that helped St. Paul be named Most Romantic Getaway in North America and Best Local Food Scene by Ten Best in USA Today.

Adam has a communication’s degree from Macalester College in St. Paul, Minnesota. He is also a 2006 graduate of the Leadership St. Paul Program through the St. Paul Chamber of Commerce. He has served on the board of the Capital River Council, Minnesota Mississippi River Parkway Commission, Skyway YMCA, St. Paul Festival and Heritage Association, Hospitality Sales and Marketing Association, National and Ordway Circle of the Stars.

Adam lives in St. Paul with his wife Emily and infant sons Leo, Otis, and Oscar, and when not working he enjoys watching sports, golfing, and spending time with family.

Full show notes available here: https://breaktheicemedia.com/podcasts/adam-johnson/

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Getting influencers and travel writers to pay attention is a great way to showcase what you are offering to the travel and tourism public. Bringing them onsite and having them write about your organization can be a big public relations win. But how do you make the connection? Email and phone calls are hit-or-miss at best, if you haven’t got an established relationship already.

That’s why a tactic called the “desk-side visit” can really break the ice and get you and that writer enthused about working together. On this episode of Destination on the Left, we do a deep dive into the desk-side visit. How do you make it happen? How does it really make a difference in your organization?

Today we are talking to one of the Break The Ice Media team members in a team cast episode, Sarah Blackwell.

Sarah is a consultant and brings knowledge of the public relations industry to her work at Break The Ice, including the ability to write, pitch and tell a great story. Her experience working with journalists and a passion for PR and social media has allowed her to help her clients get great exposure and effectively connect with their target audience. Sarah is a graduate of The College at Brockport Suny with a bachelor of Science and Journalism and Broadcasting, with a concentration in PR and a dual degree in English.

She joined Break the Ice Media in 2013 and brought with her hospitality and marketing experience from internships at Disney, Southwest Airlines, American Cancer Society, and the Susan B Anthony House. Since joining Break The Ice, Sarah leads many of the travel PR clients that the agency serves, including the Haunted History Trail of New York State, Genesee County Office of Tourism, and the Canadian PR program co-op made up of 15 partners. She is very involved with the Public Relations Society of America, Rochester Chapter serving as a board member and co-chairing the PRISM Awards Committee.

Full show notes available here: https://breaktheicemedia.com/podcasts/sarah-blackwell-desk-side-visit/

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Why are people interested in traveling to your destination? Finding out the “why” makes marketing more precise and leads to more visitors and ergo, more revenue.

Finding out the “why” gets beyond lumping people into demographic categories. It helps us understand what motivates them and what could potentially motivate them to choose us.

Our guest this episode of Destination on the Left is Susan Baier. Susan is an Audience and Marketing Strategist. She helps organizations figure out what’s going on in the minds of their prospects and customers, and how to use that information to craft targeted efficient and effective marketing programs. Her company, Audience Audit, develops custom attitudinal segmentation research for smart marketing agencies and their clients in a wide range of industries.

She has worked with over 50 agencies and their clients including Gap, Kona Grill, Infusionsoft, Jayco, Tufts University, AT&T, Pella and more. Susan has been a Marketing Strategist for 30 years working in Fortune 500 firms such as Dial and ConocoPhillips as well as in marketing agencies. She has an MBA in marketing and entrepreneurship and has mentored hundreds of small business owners in marketing and audience strategy. Susan regularly speaks at major marketing conferences including Inbound and Content Marketing World. She’s been featured on Jay Baer’s Social Pros Podcast, the Build a Better Agency podcast, and the Duct Tape Marketing podcast.

Full show notes available here: https://breaktheicemedia.com/podcasts/susan-baier/

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Today’s podcast is a little different from our regular episodes. We are talking to one of the Break the Ice Media team members on another team-cast episode, Rhonda Vaccaro. We are going to dive into a topic that is a favorite of Rhonda’s- creating successful FIT itineraries.

Rhonda is a Vice President and Senior Consultant at Break the Ice Media. She brings more than 20 years of sales and new business development to her role at Break the Ice. She’s a master at creating relationships and has a deep understanding of sales strategies, creating win-win opportunities for BTI’s tourism clients. Rhonda assists our DMO clients with travel trade marketing strategies, product development, sales outreach, trade show representation, getting products in catalogs and on the shelf, with tour operators, receptive operators, and other trade companies. She also provides tracking and reporting and of course, closing sales successfully.

Rhonda currently holds several volunteer positions within the industry. She serves on ABA’s 2018 Marketplace Education Committee, I Love New York’s China Ready Committee, the New York State Tourism Industry Association’s Empire State Tourism Conference Scholarship Committee, I Love New York’s Canadian Roadshow Committee and a co-chair of the Professional Women of the Finger Lakes’ Women of Distinction Awards Committee. Rhonda is 2005 past chairperson of the Visitor Industry Council and a former Digital Rochester board member, where she was the director of major events.

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Destination tourism often has a larger story to tell beyond just one institution, even one as iconic as the Baseball Hall of Fame in Cooperstown, NY. Even if you don’t pay close attention to baseball, you know it as “America’s National Pastime.” Part of the joy of this industry is finding the story to tell that brings people to a region and to your specific tourism destination. Cooperstown has a bit of everything: a perfect small-town vibe, birthplace of author James Fenimore Cooper, and fall foliage and outdoor fun to rival anywhere else. Like Cooperstown, every destination has a unique story to tell.

On this episode of Destination on the Left, I speak with Craig Muder. We talk about his work with the Baseball Hall of Fame, and how destination travel can be a real anchor business for a small town.

Craig joined the National Baseball Hall of Fame and Museum in 2008 as the Director of Communications. His responsibilities include managing the Hall of Fame’s publication projects, editorial calendars, and content distribution, along with media relations. A native of Hubbard, Ohio, located about half-way between Cleveland and Pittsburgh, Craig graduated from Kent State University in 1991 and embarked on a 17-year career in newspapers as a sports writer and editor. A lifelong baseball fan, Craig covered Hall of Fame induction ceremonies and other museum events from 1998 through early 2008 at the Utica Observer-Dispatch before finding a home at the Hall of Fame. Craig and his wife and two daughters live in New Hartford, New York.

Full show notes available here: https://breaktheicemedia.com/podcasts/craig-muder/

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As tastes and sensibilities change, your organization needs to change with them, or else deal with a shrinking market share. If your organization has history, another challenge is perceptions that change more slowly than your brand message. That’s what was happening at Seneca Park Zoo in Rochester, NY. The zoo was growing as a leader in wildlife conservation from upstate New York all around the world.

On this episode of Destination on the Left, I speak with Pamela Reed Sanchez. Pamela has served as president and CEO of the Seneca Park Zoo Society since 2014. She’s a passionate advocate for species survival and brings this focus to the zoo society’s guest experience, education, and conservation programs. Prior to the zoo, she worked across various cultural and arts organizations, including the George Eastman Museum, her well-received TEDx Talk, “What The Killing of Cecil the Lion and Harambe the Gorilla Should Have Taught Us,” is a great example of the provocative ways Pamela encourages people to make changes in their everyday lives on behalf of conservation and species survival.

Full show notes available here:https://breaktheicemedia.com/podcasts/pamela-reed-sanchez/

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The field of travel and tourism is ever changing. Adaptation and collaboration are a part of the territory to stay relevant and to stay in business.

Group touring has been a segment of the industry where adaptation has been especially necessary. Finding new alliances, experimenting and learning from both successes and flops – it’s all part of the job. On this episode, Nicole speaks with guest Nick Calderazzo about all of these dynamics and more.

Nick has been working in the hospitality industry all his adult life, 18 years in hotels in New York City, and 18 years as a Receptive Tour Operator in New York City, and now eight years as the President of Twin Travel Concepts, a tour operator in the Hudson Valley of New York State.

Nick is currently President of Travel Alliance Partners and has been a TAP partner for six years. Travel Alliance Partners is a North American Corporation, who in 2001, emerged as a dominant leader in the travel industry, and is currently in their 17th year of business. Additionally, Nick serves on the New York State Tourism Industry Association Board, has served five years on the NTA board, and has a prestigious appointment to the Travel and Tourism Advisory board.

Full show notes available here: https://breaktheicemedia.com/podcasts/nick-calderazzo/

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In any competitive landscape, keeping a legacy cultural institution relevant is a challenge. Keeping it relevant while retaining the original vision is an even greater challenge. For many in the travel and tourism industry, we’re always looking to strike a balance between differentiation and collaboration. We really need both to thrive. In New England, where you can’t walk ten feet without bumping into a place with historical significance, Old Sturbridge Village is striking this balance.

In this episode, we hear from Jim Donahue. Jim is highly regarded in the nonprofit sector as a collaborative visionary. He is recognized as one of the top nonprofit executives in New England, with an impressive background in leadership, education, and fundraising.

Prior to taking the position as president and CEO for Old Sturbridge Village, Jim was the CEO of the Bradford Dunn Institute for Learning Differences in Providence, Rhode Island. In that time, he managed the merger between the Bradford Dunn Institute and CVS Highlander Charter School in 2004. During his seven-year tenure as the director of the charter school, he led the renovation of two campuses for the school and the establishment of several key capacity-building partnerships.

Since taking over as Old Sturbridge Village president in 2007, Jim has led the institution through a renaissance by increasing attendance, fundraising, and revenue from special programs. Highlights of his tenure include the reopening of the museum’s restaurant division, the renovation, and reopening of the lodging complex, the creation of the Ken Burns Lifetime Achievement Award, establishing an immersive theater program, including The Sleepy Hollow Experience, and the expansion of popular events like Christmas by Candlelight and Fourth of July.

In 2017, he launched Old Sturbridge Academy, the first public charter school located in a museum in Massachusetts. A revolutionary model of experiential learning, and a partnership between a school and museum, the academy is already changing the lives of its students, many of whom come from underperforming school districts. In 2010, he was named Nonprofit Leader of the Year by the Worcester Business Journal, and in 2013, received the Larry Meehan Award for the Massachusetts Office of Travel and Tourism. He is a member of the American Antiquarian Society, a Fellow of the Massachusetts Historical Society, and has served on the boards of a number of Rhode Island nonprofits.

Full show notes available here: https://breaktheicemedia.com/podcasts/jim-donahue/

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What do you do when a destination is perceived as being geared toward a certain age group or other segments of the population? That has been one challenge for the Strong Museum of Play in Rochester, New York. In a market like Rochester, with plenty to keep children and adults occupied, capturing attention even with the idea of play can be a challenge.

On this episode, we explore the study and curation of play, and how to market a museum dedicated to playing to travelers and tourists of all ages. We are joined by two guests, Shane Rhinewald and Karen Dodson.

Shane is Senior Director of Public Relations at The Strong Museum of Play, the ultimate play destination for all ages and the only museum in the world dedicated to the study of play. Shane works with the media and external partners to share the museum’s stories; from public programs and tourism programs to exhibits and new collections. He also leads the induction team for The Strong’s National Toy Hall of Fame, and World Video Game Hall of Fame, which receive billions of media impressions and international attention each year. Shane has a bachelor’s degree in History and a master’s degree in Journalism. He has been with the museum for 10 years in a variety of marketing and PR roles. Shane was also the 2017 Chair of the Visitor Industry Council and past Chair of Visit Rochester’s Social Media Committee.

We also have Karen Dodson, Tourism Sales Associate at The Strong Museum of Play. Hired in 2016, Karen’s role was established to help build the travel trade market segment and increase visitation, both domestically and internationally. Karen’s more than 30 years’ experience working in the travel trade industry has included both regional and local hotel director of sales and marketing, 10 years managing a 425,000 square foot 100 plus store retail outlet, to planning and escorting outbound adult and student tour groups from the Rochester and surrounding areas. All of this has enabled her to bring her wealth of knowledge and experience to her current position. Karen also has served as the 2015 Chair of Visit Rochester’s Visitor Industry Council, has been a past Chair of the Travel Trade Committee of which she continues to be a member, and has been a past President of a local area Chamber of Commerce and currently serves on the ABA Orientation Committee for the 2019 marketplace.

Full show notes available here: https://breaktheicemedia.com/podcasts/shane-rhinewald-and-karen-dodson/

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As businesses, we live or die on data. Understanding the market, understanding who is coming to our destination, who is interested but doesn’t know enough to make a decision – these pieces of information are vital to our ability to thrive in travel and tourism. But gathering and interpreting this data is a challenge for everyone.

Our guest on this episode of Destination on the Left is an expert in gathering and analyzing data, specifically for our industry. Our guest is Erin Francis-Cummings. Erin is president and CEO of Destination Analysts, where she has spent the last 15 years studying travelers from across the globe and translating their evolving, complex, and fascinating behaviors and opinions into marketing insights for Destination Analysts’ 150-plus clients.

Erin has designed research strategy and facilitated consumer research for some of the world’s greatest destination brands, including Bermuda, California, the Fiji Islands, Napa Valley, Florida, Washington DC, Chicago, and Los Angeles.

In addition to conducting research: from brand auditing to user experience, to ROI analysis, she also oversees the production of Destination Analysts, The State of the American Traveler. This is the travel industry’s longest running and most relied on tracking study of American leisure travel sentiment and behaviors. Also produced by Destination Analysts is The State of the International Traveler, an annual study of the travel behaviors and perceptions of international travelers in 13 top feeder markets to the United States. Erin currently serves on the international board of the Travel and Tourism Research Association.

Before leading Destination Analysts, Erin held advertising and marketing management roles at Amtrak and the San Francisco Travel Association. She holds a bachelor’s degree in political science from the University of California Los Angeles and is a proud mother of two school-aged children.

Full show notes available here: https://breaktheicemedia.com/podcasts/erin-francis-cummings/

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Can a small niche destination become a regional anchor destination? That’s an apt description of the Corning Museum of Glass. Promoting any destination takes creativity and hard work. Our guest in this episode brings both to her work, and examples of both for us to learn from.

In this episode, we talk with Beth Duane of the Corning Museum of Glass. Throughout our conversation, she explores how the museum has shattered stereotypes about what a glass museum can be. For instance, kids are very welcome – they can attend for free in fact. And she explains how promotion of the museum happens in so many creative ways.

Beth joined the Corning Museum of Glass in 2001 as the Marketing Manager, became the Director of Marketing and Community Relations in 2008, and Chief Marketing and Communications Officer in 2017. In this position, she is responsible for developing, implementing, and managing all marketing and sales initiatives for the museum. This includes overseeing the activities of the tours and sales staff, directing guest services, events and programs, membership activities, and developing short and long-term marketing, sales, and membership goals. She is a member of the museum’s leadership team. Beth served as project manager for the March 2015 opening of the new contemporary art and design wing. She championed and authored a third round consolidated funding application, which resulted in $1.5 million grant for the museum’s International Motor Coach entrance, plus sixth and seventh round Market New York Grant applications, earning awards totaling over $300,000.

Beth received her bachelor’s degree in marketing and management from Alfred University in New York. She has previously held positions at the Statler Hotel and J. Willard Marriott Executive Education Center, the Sheraton Inn, and Conference Center, and Schuyler Arc, and is actively involved with several professional and community organizations.

Full show notes available here: https://breaktheicemedia.com/podcasts/beth-duane/

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Digital and social presence are a necessary part of an effective marketing plan, and they can be a great deal of fun as well. Working with partners in a region and harnessing the power of influencers who love your destination are avenues to explore and exploit as you promote your region.

In this episode of Destination on the Left, Nicole talks with Anna Pakman, VP of Digital Marketing for Empire State Development. She serves as Head of Digital for New York State’s chief economic development agency.

In this role, she oversees digital marketing initiatives for I LOVE NEW YORK tourism, and business development programs. Before joining New York State, Anna spent several years in the television industry leading award-winning social and digital media campaigns for Current TV, Al Jazeera America, and the Oxygen Network. Anna holds an MBA in Marketing and Media Management from Columbia Business School, and a BS in Finance and International Business from NYU’s Stern School of Business.

Full show notes available here:https://breaktheicemedia.com/podcasts/anna-pakman/

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Art has the power to build bridges between cultures. Our guest in this episode understands that more deeply than most. What if art could even assist in the process of new language learning?

On this episode, we explore the way of the possible with guest Patricia Lannes. Patricia has over 30 years of experience in the cultural field, especially in museum education and visual literacy. She envisions, curates, and produces transformational learning experiences from museum, art, and education professionals, and for audiences of all ages and backgrounds.

As an education and museum consultant, her latest work concentrates on creating frameworks that use pedagogical practices that support equity, cultural participation, and civic engagement in museums. She is the founder and director of CALTA21, an initiative that creates a museum, formal education, and community-based organization partnerships, and builds their institutional capacities to strengthen the academic, social, and cultural capital of immigrant language learners.

She is the former director of education at the Nassau County Museum of Art in Roslyn, New York. Patricia develops training programs for museums on cultural competencies, visual literacy, empathy and dialogue-based strategies. She addresses issues of cultural participation and representation, intercultural dialogue, user-centered programming, Latino, immigrant, and refugee audiences, and identities, art, and language in institutional partnerships in local, regional, national, and international conferences.

She holds a degree in history, from the University of Uruguay, and is immediate past chair of the Latino network, AAM. Through her work with CALTA21, she was nominated to be recognized at the White House as a Champion of Change, an award for Americans with innovative ideas, who are making a difference in their communities.

Full show notes available here: https://breaktheicemedia.com/podcasts/patricia-lannes/

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Being part of an established cultural institution is exhilarating and challenging all at the same time. You know you have so much to offer, but staying relevant and communicating your value is a job that never stops.

In this episode, we explore one such place, the George Eastman Museum in Rochester, New York. Eastman was a larger than life figure who left a lasting legacy especially in the world of photography and film. But of course, there is so much more to him and to the museum that bears his name. For our conversation, we have two guests joining us: Eliza Kozlowski and Stacey Vandenburgh.

Eliza is Director of Marketing and Engagement. She has worked at the museum since 1990. She oversees communications and marketing activities, publications, digital engagement, guest services, exhibitions, and programs. Eliza is a member of the board of the American Alliance of Museums and is past chair and current board member of the Public Relations and Marketing Professional Network of the American Alliance of Museums. She is a board member of the Museum Association of New York and past board member of the National Susan B. Anthony Museum and house. Eliza is an active member of the Visit Rochester and is past a president of its active volunteer arm, the Visitor Industry Council. She is a past recipient of the “I Love New York Award” for cultural tourism promotion.

Stacey is the Guest Services Manager at the George Eastman Museum. In this role, she schedules group tours, manages staff at the Lipson Welcome Center, assigns mansion, gallery and garden tours to 50 docent volunteers and oversees the museum’s photography workshop program. Stacey graduated from Smith College in Northampton, Massachusetts with a BA in Art History. She also holds an MFA from the School for American Crafts at the Rochester Institute of Technology in Woodworking & Furniture Design. She has worked at the museum since 1996.

Before this role, she was the manager of the KR Whitmore Conservation Center and served as Assistant Registrar. She also worked for the Metropolitan Museum of Art in New York as Conservation Technician in the Department of Objects Conservation. Stacey is active with Rochester’s CVB, Visit Rochester. She is currently the chair of the Group Tour and Travel Trade Sales Committee, a program of Visit Rochester’s Visitor Industry Council. The committee presents Greater Rochester as a preferred destination and stop-over in the travel trade and group tour programs. Members work collaboratively on sales missions, presentations, trade show exhibitions, education and overall market development.

Full show notes available here: https://breaktheicemedia.com/podcasts/eliza-kozlowski-stacey-vandenburgh/

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What if you got along with your sibling enough to travel with them – on a regular basis? That’s the life today’s guests are living.

On this episode, we explore the world with Colleen Kelly and Catie Keogh. We’ll talk about what it takes to follow your dream – and then market and produce something that makes your dream cash-flow positive!

Colleen is the host, creator, and executive producer of the popular national PBS television series Family Travel with Colleen Kelly. The well-known travel series airs to over 96% of the country to 17 million viewers and is currently in production of its fifth season. As an Emmy-nominated executive producer, travel expert, and engaging television personality, Colleen Kelly has been a featured and keynote speaker at high profile travel industry events and appears in numerous radio and television broadcasts.

Catie’s extensive broadcasting background includes a 2015 regional Emmy win for Best Magazine Program as Executive Producer – Host, a 2012 Emmy win for On-air Talent – Host, and 11 additional Emmy nominations across her production company and team. Catie’s insight for creating 24/7 City Secrets was to provide a much-needed insider view of the sights, sounds, and experiences of her dynamic hometown, Chicago.

In addition to Family Travel, Colleen is also the co-creator and co-host of their newest series, Trip Sisters, where she works with her co-host and sister, Catie, collectively as live contributors for the Travel Channel’s six-million-plus followers on Facebook and Instagram.

Full show notes available here: https://breaktheicemedia.com/podcasts/colleen-kelly-catie-keogh/

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Traveling full-time is the dream of many of us. It’s a lifestyle drenched with allure.

On this episode of Destination on the Left, Nicole talks with Dalene Heck, travel influencer and owner of Hecktic Media. She and her husband have been living the travel-full-time dream for nearly 10 years.

Unless you are just plain independently wealthy, you need a plan to make travel your lifestyle. Dalene dives into how she and her husband have monetized their passion, overcome obstacles, and live life that is authentic to who they are – it’s a pretty amazing story.

Dalene tells stories through words, photos and video on the award-winning travel blog Hecktictravels.com.

She earned the title Traveler of the Year from National Geographic, was twice named Voice of the Year by BlogHer, and received a North American Travel Journalists Association medal for Best Independent Travel Blog. In addition to her storytelling, Dalene runs Hecktic Media, Inc., working with travel brands on influencer marketing and social media account management.

Full show notes available here: https://breaktheicemedia.com/podcasts/dalene-heck/

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Celebrities and influencers post their amazing travel and adventure on social media all the time. Often, that is not by accident. Product placement and influencer marketing can bring attention and interest to your hotel or travel destination.

In today’s episode, we talk with Stacy Jones, who has been doing product placement and influencer campaigns for over 20 years. We talk about the creative process of working with celebrities and influencers (pro tip: get everything in writing!) It’s a fascinating conversation about a marketing tactic you may not have thought of – but which has such potential!

Stacy is the CEO of Hollywood Branded. She has over 20 years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in theater production and scenic design from the University of Arizona.

Stacy is an adventurer at her core. From skydiving, to hang gliding, trekking Mayan ruins in Belize, Stacy has explored the ocean as an avid scuba diver. She lives out loud, that’s for sure.

Full show notes available here: http://destinationontheleft.com/stacy-jones/

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Americans work hard, which is great. But the data shows that many of us think that means we should leave vacation time unused which is a loss for you and your family. It is also means lost productivity and less job satisfaction, which is bad news for employers.

Today on Destination on the left, Katie Denis and Nicole talk about what gets left on the table and what to do about it. People are losing out on travel and enriching their lives – and the travel industry is losing real dollars.

Katie is responsible for the strategic direction and day-to-day management of Project: Time Off. She is also responsible for taking all of her vacation time and encouraging her team to do the same. It is her favorite duty. She spends her time off with her toes in the sand of Grayton Beach, Florida, hiking the Colorado Mountains, or returning home to Cincinnati, Ohio. Katie lives in Alexandria, Virginia with her husband and their two daughters.

A full transcript of this episode is available here: http://destinationontheleft.com/katie-denis/

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We recently attended the 2018 Museum Association of New York annual conference and spoke with attendees from all over New York State representing all types of museums and cultural institutions. I found the conversations enlightening and inspiring. Through this series, I hope you will find a new perspective on this important segment of the tourism industry and how museums and cultural institutions are working to build community, reach audiences beyond their local markets and creating new programming and events that enhance the visitor experience.

In this episode, I share my conversations with:

Scarlett Rebman, Grants Officer with Humanities New York
David Gerber, Chair of the Board of Trustees for the Museum of Disability History
Cordell Reaves, Historic Preservation Programs Analyst for New York State Office of Parks, Recreation, and Historic Preservation

A full transcript of this episode is available here: http://destinationontheleft.com/museum-series-episode-5/

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In an area known for its scenic mountains and lakes that can keep you exploring outdoors indefinitely – how do you draw people indoors to explore the history and present of this beautiful region? That’s the challenge for The Adirondack Experience – the museum on Blue Mountain Lake.

Today in this episode, Nicole is joined by Jennifer Bine, Director of Interpretation at the Adirondack Experience. Together they discuss challenges and opportunity in reshaping established institutions. They explore the history and vibrancy of New York’s Adirondack wilderness and the joy of sharing that experience with visitors to the region.

Jennifer holds a master in historical administration and museum studies from the University of Kansas and a Bachelor of Arts in history from Iowa State University. Her experience includes work with the Smithsonian Institute.

A transcript of this episode is available here: http://destinationontheleft.com/jennifer-bine/

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In this episode, you’ll learn different ways that you can diversify your audience from Billye Chabot, Kara Gaffken, Ed Varno, and David Hutchings.

In this episode, I share my conversations with:

Billye Chabot, Executive Director of The Seward House Museum
Kara Gaffken, Director of Public Programming at Historic Huguenot Street
Ed Varno, Executive Director of the Ontario County Historical Society
David Hutchings, Executive Director of Sonnenberg Gardens and Mansion State Historic Park

A transcript of this episode is available here: http://destinationontheleft.com/museum-series-episode-4/

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Keeping the engine of New York State tourism humming along doesn’t just happen – it takes the hard work of local tourism boards, big campaigns like “I Love New York,” all of the businesses that cater to visitors, and coordination and cooperation among all of those entities. Keeping a finger on the pulse of all of that is more than a full-time job.

Mark Dorr is president of the New York State Hospitality and Tourism Association, an industry trade group based in Albany. Mark previously served as vice president and communications manager for the group. The association advocates on behalf of the industry before state lawmakers and regulatory agencies and provides educational programs and online marketing exposure.

Mark graduated from the College of Saint Rose with a degree in Public Communications and received his master’s degree in Journalism Public Communications from Murray State University in Kentucky. He previously worked as an editor and feature writer for a publishing company and was the editor of an award-winning weekly newspaper in the Catskills. He also spent three years as an editor-of-record in Troy, New York.

A transcript of this episode is available here: http://destinationontheleft.com/mark-dorr/

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In this episode, we will learn about how to create programs and special events that attract new visitors from Starlyn D’Angelo, Kevin Walsh, and Katherine Jennings.

In this episode, I share my conversations with:

Starlyn D’Angelo, Executive Director from The Shaker Heritage Society
Kevin Walsh, President of Central NY Living History Center
Katherine Jennings, Development & Major Gifts from The Edward Hopper House Museum & Study Center

A transcript of this episode is available here: http://destinationontheleft.com/museum-series-episode-3/

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On this episode, you’ll learn how the Motorcoach travel industry is changing and catering to individual needs – not just one-size-fits-all group packages, with Peter Pantuso.

Peter Pantuso is the President, and CEO of the American Bus Association. ABA is the largest transportation, travel, and tour organization in the United States with nearly 4,000 members. It represents 65 percent of the nation’s private motorcoach fleet. The industry provides 600 million passenger trips annually. Peter oversees ABA’s government and regulatory affairs, membership, communications and marketing, meetings and conventions, finance, and publishing.

He also serves as President of the National Bus Traffic Association and the ABA Foundation. The association also manages nine councils and affiliates. Peter has testified before US Senate and House committees and has appeared in a number of media outlets include the New York Times, Wall Street Journal, Washington Post, ABC, NBC, CBS, CNN, C-SPAN, PBS, The Hill, and Politico. He serves on the US Chamber of Commerce’s committee of 100 leading association executives, and is on the boards of the American Highway Users Association, the Roadway Safety Foundation, the Motorcoach Marketing Council, and the Boy Scouts of America National Capitol Area Council. He is also an appointee to the US Department of Transportation’s Motor Carrier Safety Advisory Council and to the National Advisory Committee on Travel and Tourism Infrastructure.

A transcript of this episode is available here: http://destinationontheleft.com/peter-pantuso/

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In this episode, you’ll learn how to build strong community partnerships, with Eliza Kozlowski, Rachel Unger, and Hannah Barry.

In this episode, I share my conversations with:

Eliza Kozlowski, Director of Marketing and Engagement at the George Eastman Museum in Rochester NY: https://www.eastman.org/
Rachel Unger, Director of Marketing and Engagement at the Memorial Art Gallery of the University of Rochester: https://mag.rochester.edu/
Hannah Barry, Digital Engagement, and Communication Specialist, Rochester Museum and Science Center: http://www.rmsc.org/

A transcript of this episode is available here: http://destinationontheleft.com/museum-series-episode-2/

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Today’s episode is all about destination marketing, and we’re learning from a master craftsman.

Matt Stiker spent the first part of his career in advertising agencies running a wide range of accounts for highly creative and highly successful brands including ESPN, Coca Cola, Microsoft Windows, and X-Box.

He also ran advertising and marketing for a diverse set of companies including Adidas and HP.

Matt stepped into destination marketing ten years ago as the first-ever chief marketing officer for San Francisco Travel, formerly San Francisco Convention and Visitors Bureau. And then, the same role for attractions and marketing company, City Pass.

Now Matt runs his own marketing consultancy focused primarily on DMO’s and travel-related businesses.

A full transcript of this episode is available here: http://destinationontheleft.com/matt-stiker/

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In this episode, you’ll learn different ways you can understand your audience better from Rob Cassetti and Tom Schuler.

In this episode, I share my conversations with:

Rob Cassetti, Senior Director of Creative Strategy and Audience Engagement at Corning Museum of Glass: https://www.cmog.org/
Tom Schuler, Chief Government Relations Officer at the Metropolitan Museum of Art in NYC: https://www.metmuseum.org/

A transcript of this episode is available here: http://destinationontheleft.com/museum-series-episode-1/

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In today’s episode, you’ll hear from Joe Pulizzi, an expert in content marketing. You’ll learn how content marketing can not only generate leads but become a source of revenue in its own right.

Joe Pulizzi is the founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.

Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe is the author of five books including his latest, “Killing Marketing.” His third book, “Epic Content Marketing,” was named one of five must-read business books of 2013 by Fortune magazine.

A full transcript of this episode is available here: http://destinationontheleft.com/joe-pulizzi/

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In this episode, you will learn about how Travel Oregon has helped the tourism industry in that state grow exponentially under the leadership of Todd Davidson.

Todd was appointed Executive Director of the Oregon Tourism Commission, also known as Travel Oregon, in June 1996, and was named Chief Executive Officer in September 2004.

Under Todd’s leadership, the tourism industry in Oregon has flourished into an 11.3 billion dollar industry that employs more than 109,000 Oregonians.

In 2003, he helped lead an effort to establish dedicated and stable funding for the commission. This funding has been crucial in Travel Oregon’s ability to grow the state’s tourism industry through strengthening its base on international markets, leadership and sustainable tourism initiatives, and award-winning publications, niche-oriented websites, and advertising campaigns.

Travel Oregon has garnered 20 Mercury Awards during Todd’s tenure, including two top awards for Best Overall State Marketing Program in 2010 and 2013.

He has also served two terms as National Chair of the US Travel Association, from 2015 to 2017, and continues to serve on the US Travel Association Board, on the National Council of State Tourism Directors, and the Western State’s Tourism Policy Council.

A full transcript of this episode is available here: http://destinationontheleft.com/todd-davidson/

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In this episode, you’ll learn about how to stand out in a crowded market from choco-preneur, Ryan Novak.

Ryan is the owner of Chocolate Pizza Company, central New York’s largest gourmet chocolate manufacturer. Starting as a dishwasher when he was 15 years old, Ryan had a vision to grow the business into a national brand. In 2010, at age 21, he became the owner, and has seen the company grow dramatically.

He is a graduate of Syracuse University, with a bachelor’s in entrepreneurship and emerging enterprises, and was a placekicker for the Orange football team. Novak is a 40 under 40 award recipient, and his company was selected by Centerstate CEO as business of the year in 2016, for companies under 50 employees. He lives in Marcellus with his wife, Christy, and enjoys travel, history and running.

A full transcript of this episode is available here: http://destinationontheleft.com/ryan-novak/

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In this episode, you’ll learn what’s so great about Britain, and how guest Gavin Landry targets potential visitors by tapping into what they love about travel.

Gavin Landry serves as Executive Vice President for the Americas for VisitBritain. Gavin has a strong background in business and leisure tourism and has held several senior posts in the industry. Prior to joining VisitBritain, Gavin worked for New York State, where he was Executive Director of Tourism, having led the iconic I Love New York program, and where he developed and implemented strategies to support the growth of the tourism industry.

During his tenure at I Love New York, Gavin, and his team increased visitation to New York State by 40 million and set a program record the total economic impact of $100 million.

A full transcript of this episode is available here: http://destinationontheleft.com/gavin-landry-encore/

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In this episode, you will learn about how the Bronx is growing into a global tourism destination in its own right.

Olga Luz Tirado is the executive director of the Bronx Tourism Council, a division of the Bronx overall economic development corporation. In this capacity, she plays a significant role in creating a cohesive and symbiotic relationship between arts, culture and economic development while rebranding the Bronx, its rich history, institutions and diversity to a local, national and global audience. Since joining the BTC in 2012, Olga has developed and implemented a comprehensive and integrated marketing strategy by incorporating design thinking methodology into the overall planning process. She has spearheaded a successful campaign to increase the borough’s exposure within international travel guides, media and tour operators, utilizing a variety of marketing channels, including aggressive public relations outreach, van tours, digital content development and social media.

Within one year of her appointment, tourism in the borough increased 14%. She serves as the official spokesperson of tourism for the borough, appearing on the cover of the August 2012 issue of Crane’s New York Business, and has been interviewed by various top-tier national and overseas broadcast, digital and print media. Olga is the recipient of several awards, and was most recently named one of the top 25 influencers in the Bronx by City and State Magazine.

A transcript of this episode is available here: http://destinationontheleft.com/olga-luz-tirado/

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In this episode, you will learn about using technology to develop a more engaging immersive creative from Julie Gilbert.

Julie Gilbert is Vice President of Marketing and Brand Management for Destination Niagara USA where she leads the organization’s marketing, communications, and brand management functions to increase the visibility of Niagara and its assets as a leisure and meetings destination.

With 25 years of tourism marketing experience, Julie joined Destination Niagara USA in 2014 and directed the initiative of repositioning the globally recognized Niagara Falls USA brand.

Previously, Julie served as Director of Sales and Marketing for National Park Reservations, the oldest and largest provider of reservation and information services for national parks and gateway communities.

Julie started her career as Executive Director for Charleston CVB in West Virginia, then became Director of Sales and Marketing for the State of West Virginia. Julie then established a full service travel, tourism, and hospitality agency providing strategic marketing, sales, and management services to a wide range of travel-related companies.

Julie has a Bachelor of Science in Business and Management Studies from the University of Maryland and holds her CTP (Certified Travel Professional) designation from the National Tour Association.

She is currently working on her CDME (Certified Destination Marketing Executive) designation through Destinations International. Julie currently serves on the board of TTRA, Travel and Tourism Research Association, and has just accepted an invitation from Destinations International to serve on the Destination International Foundation Research Advisory Task Force.

A transcript of this episode is available here: http://destinationontheleft.com/julie-gilbert/

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In this episode, you will learn about how to work with businesses in your area to create a unified voice that can be used to create great events and market your destination to the world from Leigh Melander.

Leigh Melander, Ph.D. has an eclectic background in the arts as well as consulting in strategic planning, outreach and marketing, and event planning for over 20 years. She has performed and taught internationally as a speaker, actor, dancer, singer, and harpist.

Her undergraduate degree is in performance, literature, and history from Penn State, and she studied writing by invitation with Nobel Poet Laureate Derek Walcott at Boston University. She has a doctorate in cultural mythology and psychology from Pacifica Graduate Institute and wrote her dissertation on frivolity as an entry into imagination. She hosts a weekly radio show on an NPR affiliate and podcast: Myth America, an exploration into how story and metaphor shape our sense of identity, and has been featured on various media outlets, including the History Channel, as a mythology expert.

In 2013, Leigh and her husband opened Spillian, a Catskills NY historic lodge and retreat center offering world-class workshops and events, working with creatives from around the world to dream forward programs that inspire imagination. Spillian has a deep commitment to community.

Leigh also works as a coach and facilitator for individuals and groups, helping them to imagine and leap into their most creative ideas for work and life. Her book, “Just That Side of Crazy: Soul Rules to Guide Your Wild Idea to Life,” is scheduled for release in 2019. She sits on several national boards, including the Joseph Campbell Foundation.

A transcript of this episode is available here: http://destinationontheleft.com/leigh-melander/

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In this episode, you will learn about the ins and outs of the food and beverage tourism industry and how to run a successful food tourism program from Erik Wolf.

Erik Wolf is the founder of the world’s food tourism industry and of the World Food Travel Association. He is a highly-sought speaker, thought leader, strategist and consultant, in the US and abroad, on food and drink tourism issues, and is considered the go-to food tourism industry resource for media outlets that include CNN, the BBC, the Wall Street Journal, Newsweek, NBC, Forbes, PeterGreenberg.com, Huffington Post, the Australian Broadcasting Corporation, and many more.

Erik has consulted to leading global brands that have included American Express, Disney, Marriott and Royal Caribbean Cruise Line. He has regularly advised cities, regions and countries, and organizations such as UNESCO’s Creative Cities Network gastronomy program and the UNWTOs Gastronomy Network. His articles, research, and books have been translated into dozens of languages.

A transcript of this episode is available here: http://destinationontheleft.com/erik-wolf/

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In this episode, you will learn about leveling up your live video by creating engaging, curated experiences from Reagan Burns.

Reagan Burns started her career working for R&R Partners in Las Vegas, on the Las Vegas Convention and Visitors Authority as a designer on the What Happens Here, Stays Here campaigns. Her career path then brought her to Baltimore and then to Rochester, NY when she decided to open Lime Creative. She stayed focused on the tourism industry, working with clients like The Adirondack Coast Wine Trail, Ugly Disco, Rochester Events, The Rochester Lilac Festival, Park Ave Summer Arts Festival, and the Highland Bowl Concert Series. Her work includes branding and identity, print and digital marketing, website design, and social media marketing.

A transcript of this episode is available here: http://destinationontheleft.com/reagan-burns/

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In this episode, you will learn about how to best implement boots on the ground, grassroots marketing efforts from Bill Sweitzer.

Bill Sweitzer joined the Canal Corporations Public Affairs Office in February of 2012, serving as Deputy Director. For the past three years, he has led the Canal Corporations marketing and education programs and spearheaded community outreach efforts across the states Canal corridor. Bill has an extensive background in hospitality, sales, and customer service and has enjoyed success through connecting with people and building relationships. Bill is from the Capital Region, he enjoys hiking and camping with his family and is an avid fisherman.

The New York State Canal Corporation, now a subsidiary of the New York Power Authority, owns and operates New York’s Canal system. The system includes four historic canals: the Erie, Champlain, Oswego, and Cayuga-Seneca. Spanning 524 miles, the waterway links the Hudson River, Lake Champlain, Lake Ontario, the Finger Lakes and Lake Erie via the Niagara River.

Dubbed the Barge Canal in 1918, today’s Canal system turns 100 years old and is now listed as a National Historic Landmark. With more than 200 communities along its shores rich in history and culture, the Canal system forms the backbone of the Erie Canalway National Heritage Corridor. The Erie Canalway Trail is a multi-use trail accommodating more than 1.5 million pedestrians, bicyclists, and cross-country skiers on an annual basis. Three-quarters of the 365-mile Erie Canalway Trail from Albany to Buffalo is a dedicated off-road trail, much of it along the canals former towpath.

Other off-road sections will be completed as part of Governor Cuomo’s Empire State Trail initiative, which will include the Erie Canalway Trail and portions of the Champlain Canalway Trail, and at 750 miles will be the longest multi-use recreational trail network in the Nation upon its completion in 2020.

A transcript of this episode is available here: http://destinationontheleft.com/bill-sweitzer/

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In this episode, you’ll learn about the idea of competition being a great thing for everyone involved because visitors stay longer when there’s more for them to do from Elissa Leuer.

As Livingston County’s Director of Tourism and Marketing, Elissa is responsible for the promotion of the county’s accommodations, attractions, restaurants, and events to those outside the area to encourage tourism. Prior to joining the Livingston County Chamber in 2015, she worked in tourism sales & marketing at the Genesee County Chamber & Tourism. A native of Western NY and a graduate of SUNY Geneseo and the Rochester Institute of Technology, Elissa has a passion for the Finger Lakes region and the travel & tourism industry.

A transcript of this episode is available here: http://destinationontheleft.com/elissa-leuer/

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In this episode, you will learn how Greek Peak Mountain Resort prioritizes providing a great experience for families from Jessica Sloma.

Jessica Sloma is Vice President of Sales and Marketing for Greek Peak Mountain Resort and she has been involved with the resort since 2008. When Jessica first came to Greek Peak, she was a partner in an advertising agency in New York and was brought onboard to rebrand Greek Peak for the grand opening of the Hope Lake Lodge and Cascades Indoor Waterpark. She eventually transitioned from the advertising world to work directly for the resort.

In 2015, the owners of Greek Peak purchased Toggenburg Mountain, a seasonal ski resort located outside of Syracuse, New York. This season Jessica, along with the Greek Peak executive team, have taken on the oversight of that property.

A transcript of this episode is available here: http://destinationontheleft.com/jessica-sloma/

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In this episode, you will learn about how listening to your customers can open up many doors from Mark Hoffmann.

Mark Hoffmann is president and founder of Sports Leisure Vacations, Sacramento’s largest and oldest packaged tour and travel company. There he orchestrates the company’s many facets of operation from escorted tours and travel agencies services to receptive, meeting, planning, and incentive travel programs.

Sports Leisure Vacations was founded in 1979 and has an active client base of 8,500 plus members. Mark was a sports talk show host on KSAC 1240 AM from 1991 to 1994. He has co-hosted the Travel Guys with Tom Romano since February 2009 on KFBK 1530 AM and now 92.5 FM. He enjoys radio announcing and confesses it has always been a dream of his, a dream that has come true twice now.

Mark proudly served as president of the National Tour Association in 2000 and 2013, the country’s most prestigious tour operator association. His mission is to be a strong and vocal advocate for all aspects of the tourism industry.

He feels the industry should be proactive in increasing positive public awareness about the value of tourism, especially among elected officials. Mark holds the designation of Certified Tour Professional as given by NTA along with a host of other honors and awards. A two-time president of the Mather Sacramento Chapter of Toastmasters International, Mark’s numerous speaking engagements have focused on such topics as marketing to tour operators, how to make marketing more effective, the nuts and bolts of group tour marketing, looking through the crystal ball: the future of the hospitality industry in America, and off the beaten track: America’s backroads.

An avid traveler, Mark’s favorite destinations are New York City, the length of Route 66, and the Main Street of America.

A transcript of this episode is available here: http://destinationontheleft.com/mark-hoffmann/

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In this episode, you’ll learn about focusing your limited marketing dollars on the visitors who are closest to your destination from Devon Perry.

Devon Perry joined Visit South Jersey as marketing director in 2015. In this role, she closely shadowed the executive director, and when the opportunity presented itself, she was well acquainted with the position and truly the best choice to lead Visit South Jersey into the future.

Devon has an unstoppable passion for entrepreneurship, social enterprise development, fine art, and positioning. While skilled at crisis management, Devon also is exceptional at telling beautiful stories to public and private stakeholders, engaging customers, and improving community affinity. Devon has created several non-profits and for-profits with strategic partners across industries.

Devon’s background in nonprofit marketing speaks to her interest and expertise; she’s managed marketing efforts on staff at both The United Way and The American Red Cross. Her decade of experience includes many startups, including the thriving co-working space Kings Hall in Haddonfield, NJ. Devon holds an MBA from Drexel University, grew up in Cherry Hill, NJ, and currently resides in Haddonfield, NJ. She is currently the artist in residence at the Historic Hopkins House along the Cooper River in Haddon, NJ.

Devon is committed to service above self as seen in her involvement in multiple organizations: Rotary of Haddonfield, Board of Governors of the Haddonfield Civic Association, Young Friends Council of the Ronald McDonald House of South Jersey, Charity Chair of South Jersey Mothers of Multiples and member of the Board of Trustees of Visit South Jersey.

Other notable efforts include: Drexel Women in Business (Co-Founder), ShareURmeal (Founder), GoBYO.com (Founder/CEO), Women’s MBA Network (Founder). Board member for NJ Tourism Industry Association (NJTIA), and in the Destination Management Association International’s Leadership program, training C-level executives around the globe.

A transcript of this episode is available here: http://destinationontheleft.com/devon-perry/

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In this episode, you will learn about how everyone can chip in to drive visitors to a region and the economic impact that provides from Rachel Laber Pulvino.

Rachel Laber Pulvino is a Rochester native who has the privilege of promoting her hometown on a daily basis as the Director of Public Relations and Communications for Visit Rochester.

In this role Rachel is regularly reaching out to regional, national and international media to share Rochester’s story and help media and visitors alike discover the activities and attractions that make Rochester an ideal destination. One recent accomplishment was seeing the Rochester Lilac Festival be included in The Weather Channel’s list of 10 Places You Have to See in May” as well as helping Rochester be named America’s 10th Favorite City by Travel + Leisure.

Raised in Rochester, Rachel attended SUNY Geneseo, where she earned a B.A. in Communication and continued on to the S.I. Newhouse School of Public Communications, Syracuse University for graduate school, where she earned an M.S. in Public Relations.

Rachel is an active member of the Public Relations Society of America, Rochester Chapter, serving on the organization’s board of directors, along with volunteering with the Women’s Foundation of Genesee Valley and the SUNY Geneseo Regional Alumni committee.

A transcript of this episode is available here: http://destinationontheleft.com/rachel-pulvino/

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In this episode, you will learn about social enterprises in the travel and tourism industry and how they can really drive social change and positively benefit communities from Mike Rea.

Mike Rea is a social entrepreneur who has been committed to creating philanthropic value and impact for more than 15 years.

Mike has been President & CEO of Tourism Cares since July 2013, building on its momentum to unite the industry around critical philanthropic needs and opportunities that are best tackled together. Tourism Cares leverages charitable investments and expertise to build sustainable travel destinations for future travelers, the tourism industry, and local communities.

Mike’s career in philanthropy is diverse, entrepreneurial, and focused on outcomes. He co-founded Give2Asia in 2000, an affiliate of The Asia Foundation which to-date has facilitated more than $300M in personalized philanthropy. One area of specialty is disaster relief, and Mike’s personal research project, www.TsunamiPlus10.org, revisited the long-term impact of Give2Asia’s 2004 tsunami investments.

In 2008, Mike served as Regional Philanthropic Executive for the Philanthropic Management division of Bank of America, leading client relations with nonprofits and foundations in the West and Central regions. In 2010, he joined the College Ready team at the Bill and Melinda Gates Foundation, where he supported the strategy, management, and execution of the foundation’s US K-12 education strategy.

Mike earned a Bachelor of Arts from Middlebury College and a Master of Arts in Asian studies and anthropology from the University of California, Berkeley. He is also on the Board of Directors of the US Travel Association.

When not traveling, he Seattle life with his daughter, Elsie, and other passions include flyfishing and the MLS soccer team Seattle Sounders F.C.

A transcript of this episode is available here: http://destinationontheleft.com/mike-rea/

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In this episode, you will learn about ways to grow economic development and give a destination a sense of place that thrills residents and visitors alike.

Kal Wysokowski is president of the Canal Society of New York State, Commissioner for the New York State Canal Corporation, and Commissioner for the Erie Canalway National Heritage Corridor.

With all of those volunteer roles, Kal still has time for her day job as Director of Grants Development at the Finger Lakes Community College. Kal was previously the Executive Director of the Fairport IDA and Office of Community and Economic Development, and prior to that, she was the director of the Fairport Village Partnership and Economic Development Program she helped to launch, which is modeled after the National Trust for Historic Preservation’s highly successful Main Street Program.

Before moving to the Rochester area, Kal was Vice President for Marketing and Development for Tompkins County Area Development in the Tompkins County Industrial Development Agency in Ithaca, New York. She also worked as director of community relations and development for Family and Children’s Service of Ithaca and the Ithaca College Office of Admissions.

Kal graduated from Ithaca College’s School of Communication with a Bachelor’s Degree in Corporate Communication and earned a Master’s Degree from Binghamton University. She has been a guest lecturer at the Roy Park School of Communications at Ithaca College and a guest speaker and facilitator for the Excellence, a nonprofit leadership and management series for the Learning Institute for Nonprofit Organizations and PBS.

In addition, she has been a presenter at the World Canals Conference, the New York State Canal Conference, the Western New York Landmarks Societies, Preservation Workshop, Design Matters, strengthening city and village centers for the Reshaping Rochester series, served as the chairman for the New York State Canal Conference in addition to numerous business and community lectures on downtown revitalization and business development.

A transcript of this episode is available here: http://destinationontheleft.com/kal-wysokowski/

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In this episode, you will learn about the importance of having a strategy for everything you do and not just trying whatever you think of to see what sticks.

For Morgan Painvin, it’s all about hitting the bullseye of results. Her quiver of arrows is vast and varied from strategic partnerships and micro-niche placements to national features and creative ideas. The award-winning campaigns that define her career speak directly to her clients brand and goals. While a big hit is thrilling, says Morgan, she’s more passionate about spiking traffic to the client’s website that drives revenue. This is why Morgan has revamped the firm’s measurements and reporting system.

While we could easily forgive one so driven for being grumpy at times, Morgan is famous for her cheerful disposition and ability to mentor. Staffers bloom into PR stars under her wing.

Style and grace follow Morgan to the South of France, where she goes every summer. Her fluency in French can be traced to her driven personality and the day she moved to Paris.

Morgan, her French husband Arthur, and their three daughters live in Williamsburg.

A transcript of this episode is available here: http://destinationontheleft.com/morgan-painvin/

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In this episode, you will learn about five of the biggest travel trends to pay attention to in 2018.

Nicole Mahoney started Break the Ice Media in 2009 in response to the evolving needs of small to medium-sized businesses, in particular, the rise of social media. Break the Ice Media is a boutique marketing and communications firm with a focus on travel, tourism, food, wine, and hospitality. As CEO, Nicole is responsible for working with clients to understand their marketing needs, develop strategic marketing plans and execute those plans. She is also responsible for building a team that can deliver.

Break the Ice Media specializes in collaborations that leverage resources of multiple partners for the creation of successful marketing programs within the travel and hospitality industry. Break the Ice Media views these programs as “coop-etition” where partners cooperate with their competition to create a program that is larger than one they can execute alone. Building these programs requires a leader who is level-headed, an effective listener, with an ability to move a group towards consensus in order to move forward.

Nicole received a Bachelor of Science in Business Administration from Rochester Institute of Technology and a Master of Arts in Communications from The College at Brockport, SUNY.

Nicole loves the Finger Lakes region of New York State where she was born and raised. She is raising 4 daughters with her husband, John.

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In this episode, you will learn about making the most of your resources and entering into collaborations to create a lasting impression on visitors from Hillarie Logan-Dechene.

Hillarie Logan-Dechene’s career has been about building the capacity of not-for-profit organizations. As the Wild Center’s Director of Philanthropy, she is responsible for all membership and development activities and works closely with leadership on strategy, governance, and external affairs. She recently led the center through a successful 23 million dollar fundraising campaign.

Hillarie is Chair of Governor Cuomo’s New York State Commission on National and Community Service, which administers the Americorp Program in New York State. She is a board member for the Museum Association of New York.

She is a past board member of the Adirondack Health Foundation. Hillarie is an adjunct professor at Skidmore College, guest lecturer at Syracuse University, SUNY Adirondack, and NYU. She has an MA in nonprofit leadership and community sustainability from Skidmore College and a BA from SUNY Albany. Prior to the Wild Center, she was VP for Institutional Advancement at Paul Smith’s College. Before that, she was Director of Institutional Advancement for the Adirondack Museum where she worked for more than 16 years.

Hillarie lives in Long Lake with her Husband and daughters.

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In this episode, you will learn about how to use Pinterest to drive visitors to your content from Louise Cottrell.

Originally from the Bay Area, Louise Cottrell is a Pinterest marketing strategist working with travel content creators and business owners to generate traffic, grow their audience and increase sales. She does Pinterest account management as well as consulting and training for bloggers and social media teams through her Pinterest Marketing Mastery Program. Shes also a world traveler and dog enthusiast.

A transcript of this episode is available here: http://destinationontheleft.com/louise-cottrell/

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In this episode, you will learn about why differentiation is the name of the game and why you need to provide unique, niched experiences to attract visitors to your destination from Ed Healy.

Ed Healy is Vice President of Marketing for Visit Buffalo Niagara where he is responsible for VBN’s destination marketing strategy. His responsibilities include overseeing all sales and marketing communications, including the production of an annual visitors guide, websites, e-newsletters, social media, videos, podcasts and consumer advertising, as well as media and public relations.

During his tenure at VBN, Buffalo has been named one of the National Trusts Dozen Distinctive Destinations, the No. 1 Mid-Size Arts Destination in the United States by American Style Magazine, one of 44 Places to Go by The New York Times and, most recently, one of CNN’s 16 Intriguing Things to See and Do in the U.S. in 2016.

He was the executive producer of Buffalo: America’s Best Designed City and has produced and scripted numerous promotional videos that have been viewed more than one million times on YouTube. He serves on the board of Gardens Buffalo Niagara and the marketing committee of the Darwin Martin House.

He was named the David I. Levy Communicator of the Year in 2016 by the Advertising Club of Buffalo.

Healy began his career at the National Hockey League as an editorial assistant and eventually served as editor of Goal Magazine, the NHL’s official publication. He then joined the Gannett Newspapers in White Plains, New York where he served as a staff writer for the paper’s Sunday magazine and the Arts and Entertainment editor for its southern Connecticut edition. After moving to Buffalo in the early 90s, he joined the Marketing Department of Blue Cross & Blue Shield where he served in a variety of capacities before joining Visit Buffalo Niagara in 2001.

He is an avid photographer whose work has been exhibited at galleries ranging from Buffalo’s Studio Hart to Rochester’s Visual Studies Workshop to Soho Photo in Manhattan. He had his first solo show at CEPA Gallery in 2005. He is a proud graduate of the English Department at the University at Buffalo and the Newhouse School of Public Communications at Syracuse University.

Healy grew up in West Seneca and now lives in North Buffalo with his wife, Karen. He has two adult children, Meg and Dan.

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In this episode, you will learn how regions don't influence a travelers decision on where to go, and how to get them to come to your destination from Josiah Brown.

Josiah Brown is best known the New York Sherpa and has logged over 600,000 miles throughout New York State over the last 13 years. He is the brain and the passion behind New York’s Best Experiences. The Sherpa lives for recommending the best-kept secrets New York has to offer. He coined the tagline “because we’ve been there,” well, because he has. Josiah is President and CEO of New York Welcome’s You. He is a public speaker and trainer offering workshops to the tourism industry on topics including: winning first-time visitors to a destination, branding first, and the future of the group travel market.

A transcript of this episode is available here: http://destinationontheleft.com/josiah-brown/

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In this episode, you will learn about providing a great customer experience and building partnerships that help you do that from Tom Mulliez.

Tom is a father, husband, entrepreneur, and the visionary behind iTREKKERS. Tom founded the company in 2014 after realizing that bringing together vetted professional captains and guides on one platform would help guarantee everyone a better experience in the outdoors. iTREKKERS is a combination of Tom’s desires to share his love of nature and to simplify the process of booking guided outdoor activities. His mission is threefold: to get people to experience the outdoors through iTREKKERS; to help people get outdoors, period, by providing useful tips and referrals; and to educate people about the outdoors and ways to be mindful.

Tom, who earned a Bachelor in Commerce from Canada’s McGill University and an MBA in marketing at Virginia Commonwealth University, was raised between his hometown of Roubaix, France, and a small town near Atlanta. His love of nature is derived from early memories of camping in the Georgia mountains with his father. For Tom, the only passion greater than a love of the outdoors is his love of family. Tom and his wife often spend time outdoors camping, at the beach, or on their boat with their three young children.

A transcript of this episode is available here: http://destinationontheleft.com/tom-mulliez/

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In this episode, you will learn about how restaurants featuring local wine makes such a huge impact from Michael Warren Thomas.

Michael Warren Thomas owns Savor Life and products and hosts four radio shows focusing on gardening, wine, food, and travel. He started his first show, Naturally Green, in April 1994. He’s added several shows since then including For the Love of Food, a show all about food, wine, and restaurants; The Grapevine, a fine wine show; and Discover the Finger Lakes, about Finger Lakes destinations, events, and regional treasures. Michael oversees all aspects of the shows from production to advertising sales and promotion. The shows air on Saturday and Sunday mornings on WYSL1040 AM and 92.1 FM in Rochester, New York.

Michael and I partnered on a project in 2013 called New York Wine Spotting with the goal of getting more New York state wines into local restaurants. New York Wine Spotting is a bi-local movement encouraging Rochester restaurants to support the Finger Lakes wine region by adding more local wines to their menus. Restaurants are challenged to make Finger Lakes and New York State wines at least one-third of their wine list. The local wine loving public is encouraged to participate by becoming wine spotters. Checking restaurants wine lists for Finger Lakes wines, recognizing the restaurants that have them and asking restaurants that don’t to carry them. The local wine industry is encouraged to participate in much the same way consumers are, along with reaching out to the restaurants to introduce their wines through education and tastings.

A transcript of this episode is available here: http://destinationontheleft.com/michael-warren-thomas/

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In this episode, you will learn about why you will be able to better promote your destination when you join organizations that can help you out from Becky Wehle & Sara Piccini.

Becky Wehle is President & CEO of Genesee Country Village & Museum, the largest living history museum in New York State, located 25 miles southwest of Rochester. The Museum features 68 historic structures from the 19th century, moved from locations throughout Western New York, a gallery of sporting art, and a nature center and attracts more than 90,000 visitors each year. She manages 45 year-round staff and over 150 seasonal staff and a budget of over $3.5 million. Prior to joining GCV&M in July 2016, Becky worked in the University of Rochester’s advancement office for over 15 years, most recently as the Executive Director of Donor Relations and Stewardship. She also serves on the Board of Trustees of Allendale Columbia School and the Museum Association of New York and was a Board member at GCV&M for 18 years before joining the staff.

Sara Piccini spent about 4 years working with Genesee Country Village & Museum prior to her current role, recently returning this past January as Tourism Sales Manager and Volunteer Coordinator. Since coming back onboard, Sara has driven numerous tourism initiatives for the museum. She has helped lead tourism and marketing efforts, attends Sales Missions regularly throughout the year, and is continuously working through a number of partnerships to create more awareness of our region, both domestically and internationally. Through these efforts the museum has already seen significant growth in Motorcoach Group business. In addition, Sara serves on several different committees including I Love New York’s China Marketing Committee, Livingston County Chamber of Commerce’s Tourism Workgroup as well as both Visit Rochester’s Travel Trade and Meeting Committees. She believes that GCV&M plays a unique and vital role in the industry, and is thrilled to be a part of the momentum.

A transcript of this episode is available here: http://destinationontheleft.com/becky-wehle-sara-picini/

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In this episode, you will learn about how DMOs can band together to come up with great ideas to serve their partners from Greg Evans.

Greg Evans has been with Simpleview since 2008 and currently serves as their Vice President of Sales & Account Services. In his role, he provides strategic insight and recommendations for his teams when providing knowledge and best practices to current and prospective clients. He has nearly twenty years of corporate sales and account management experience, having worked for technology-forward corporations such as MCI Worldcom and Iron Mountain.

A transcript of this episode is available here: http://destinationontheleft.com/greg-evans/

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In this episode, you will learn about the important idea of Cathedral Thinking from Rick Antonson.

Rick Antonson is the former president & CEO of the international award-winning destination marketing organization, Tourism Vancouver. Among his volunteer leadership roles, Rick was president of Pacific Coast Public Television, chair of Destination Marketing Association International (based in Washington, DC), and deputy chair of the Pacific Asia Travel Association (based in Bangkok, Thailand).

Rick collaborated with leaders of other organizations to initiate the Vancouver Convention Centre Expansion Task Force. He was at the helm of Tourism Vancouver when the organization launched the bid to bring the 2010 Winter Olympic Games to Vancouver and Whistler.

Today Rick is a full-time author and scriptwriter. The New York Times noted his Route 66 Still Kicks; Driving America’s Main Street as “One of the best books of the bunch” in their Christmas travel book roundup. The Chicago Tribune called his To Timbuktu for a Haircut; A Journey Through West Africa a “travel classic.” When his most recent book, Full Moon Over Noah’s Ark; An Odyssey to Mount Ararat was released last year, the American Library Journal saw it as this tasty, spicy feast of a book”

Rick speaks frequently around the world about Cathedral Thinking and is a strong believer that tourism is a vital force for peace.

A transcript of this episode is available here: http://destinationontheleft.com/rick-antonson/

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In this episode, you will learn about having that real, authentic experience when you travel from Joe Baur.

Joe Baur is an American travel author, writer, filmmaker and podcaster whose work has appeared in a variety of domestic and international outlets, including Matador Network, BBC Travel, Viator, and CraftBeer.com to name a few. He’s also the author of various Falcon Guides titles and 2016’s Talking Tico: (Mis)adventures of a Gringo in and Around Costa Rica.

Following a year of living in Costa Rica, where he joined The Tico Times staff and contributed travel content, Joe returned to the United States and launched the Without A Path travel podcast, featuring conversations with fellow travelers on the experiences that have most shaped their lives. In August 2016 he relocated to Düsseldorf where he co-hosts the trivago Podcast and continues to pursue unique travel stories with a preference for getting off the tourist trek.

A transcript of this episode is available here: http://destinationontheleft.com/joe-baur/

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In this episode, you will learn about using creativity to solve difficult challenges from Lisa Burns.

Lisa Burns has been in the travel industry for over 35 years with a wide range of experience including group tour planning and product development, event and meeting planning, marketing and public relations, and both a domestic and international tour director. With a proven track record of diligence and reliability, Lisa is goal-oriented, a natural and articulate communicator focused on the nuance and value of detail management and always a willing, eager and motivated champion of the task of the moment. She is able to juggle multiple projects and thrives in a fast-paced environment. With a passion for the tourism industry, destination marketing and being the consummate hostess, Lisa is a passionate advocate for the product she represents and is always willing to put in the time and energy needed to reach a goal.

A transcript of this episode is available here: http://destinationontheleft.com/lisa-burns/

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In this episode, you will learn about making sure your destination has a successful tomorrow by building lasting partnerships today from Drew Alberti.

Drew Alberti has been the Program Manager for Lakes to Locks Passage since 2008. He is responsible for community outreach, product development, and brand awareness. Some of his accomplishments include authoring From Forest to Fields: A History of Agriculture in Champlain Valley, producing the Waterways of War guidebook series and serving as editor for the Lakes to Locks Passage and National Geographic co-branded geo-tourism website. Previous work experience includes Collections Manager at the New York State Museum in Albany and Park Ranger at the Martin Van Buren National Historic Site in Kinderhook. He holds an MA in Public History from the University at Albany.

A transcript of this episode is available here: http://destinationontheleft.com/drew-alberti/

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In this episode, you will learn strategies for collaborating with a large region like the Erie Canalway National Heritage Corridor from Jean Mackay.

Jean Mackay has served as a director of communications and outreach for the Erie Canalway National Heritage Corridor since 2007. She manages all aspects of web based and print media and works collaboratively with organizations throughout the 500-mile long National Heritage Corridor to preserve Canal Heritage, promote tourism and foster vibrant communities along the waterway. Jean formerly worked as director of education for Autobahn International. She holds a MS in environmental education from Lesley University.

A full transcript of this episode is available here: http://destinationontheleft.com/jean-mackay/

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In this episode, you will learn about using great design to drive people to your destination from Cindy Harris.

Cindy Harris is a graphic designer, painter, and lover of all things art. She began Harris Studios over 15 years ago with the purpose of helping established businesses create an authentic identity through design. Cindy believes in the importance of good design in this world and asserts that design should be a reflection of both who your business is, as well as where your business is headed. Cindy has created unique brand identities and meaningful design work in a host of different industries, including travel and tourism, food and beverage, retail and spas, and events and promotions.

In 2013, she was honored with a tourism legacy award for tourism branding and creativity. Cindy is both a designer and an artist, painting is her passion. She is a proud member artist at the Pat Rini Rohrer Gallery in Canadaigua, New York. She has been a juried artist in the internationally acclaimed Finger Lakes Plein Air Competition. When Cindy is not designing or painting, you can find her knitting, reading a book, or taking a stroll around her beautiful neighborhood in the Bristol Hills.

A transcript of this episode is available here: http://destinationontheleft.com/cindy-harris/

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In this episode, you will learn about what your destination can do to attract international travelers.

Nicole Mahoney started Break The Ice Media in 2009 in response to the evolving needs of small to medium-sized businesses, in particular, the rise of social media. Break The Ice Media is a boutique marketing and communications firm with a focus on travel, tourism, food, wine, and hospitality. As CEO, Nicole is responsible for working with clients to understand their marketing needs, develop strategic marketing plans and execute those plans. She is also responsible for building a team that can deliver.

Break The Ice Media specializes in collaborations that leverage resources of multiple partners for the creation of successful marketing programs within the travel and hospitality industry. Break The Ice Media views these programs as “coop-etition” where partners cooperate with their competition to create a program that is larger than one they can execute alone. Building these programs requires a leader who is level-headed, an effective listener, with an ability to move a group towards consensus in order to move forward.

Nicole received a Bachelor of Science in Business Administration from Rochester Institute of Technology and a Master of Arts in Communications from The College at Brockport, SUNY.

Nicole loves the Finger Lakes region of New York State where she was born and raised. She is raising 4 daughters with her husband, John.

A transcript of this episode is available here: destinationontheleft.com/nicole-mahoney-solocast-episode-3

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In this episode, you will learn about collaboration across county lines with a FAM tour from Rhonda Vaccaro, Vice President and Senior Consultant at Break The Ice Media.

Today Rhonda brings more than 20 years of sales and new business development to the table. She's a master at creating relationships and has a deep understanding of sales strategies, creating win-win opportunities for BTI's tourism clients. Rhonda and her staff are able to act as a much-needed sales arm for Convention and Visitors Bureaus (CVBs), providing management, tracking and reporting, and of course-- closing those sales successfully.

With her easy-going personality and high attention to detail, Rhonda is able to put her management skills to work as BTI's HR person, and Office and Operations manager.

A transcript of this episode is available here: destinationontheleft.com/rhonda-vaccaro-fam-tour

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In this episode, you will learn everything you need to know to get started working with a travel influencer from Colleen Knopeck, Associate Consultant at Break The Ice Media.

Imagine being a Kindergartener and winning a writing award from a national PBS Kids show. Or by fifth grade, regularly writing for the Buffalo News’ Kids Page — and having the chance to interview Buffalo Sabres hockey players. And yet, that’s exactly what Colleen Knopeck did. It’s like she came fully hatched as a writer. As the Communications Specialist for Perry’s, a New York State maker of ice cream, Colleen handled Perry’s sponsorships, public relations, and media relations. She wrote everything from customer and consumer e-newsletters, the blog, social media, annual reports, to writing and directing an in-house video. If you were a blogger or members of media that were lucky enough to have ice cream dropped off to you — you could thank Colleen for coordinating it.

Her gift for writing articles and short stories translated into Colleen’s ability at Break the Ice to find the essential story in each client’s industry, and develop targeted messages. Because clients are often so close to their technical side or information, they can have a hard time sorting it all out. Clients may feel it’s hard to explain or put into words. With great listening skills, Colleen helps each client save time by doing that required distilling. She’s able to get that information to the consumer, or the media, that works best for a particular audience. Her innate ease with and understanding of social media allows her to see opportunities for effective advertising.

A transcript of this episode is available here: destinationontheleft.com/colleen-knopeck-travel-influencers

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In this episode, you will learn about the best social media tips from Jessica Reilly, Associate Consultant, at Break The Ice Media.

Jessica is a graduate of SUNY Plattsburgh with a Bachelor of Arts in Public Relations and Political Science. She started at Break The Ice Media in 2016 and brings with her a duality of knowledge, combining her classical PR training with marketing skills. She has a passion for social media and analytics. Her personal strengths include a love of research, and a strong sense of curiosity. She brings a fresh perspective and attention to detail to all the client projects she works on.

A transcript of this episode is available here: destinationontheleft.com/jessica-reilly-social-media-marketing-tips

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In this episode, you will learn about how to create a fiercely loyal team from Larry Broughton.

Larry Broughton is an award-winning hotelier and entrepreneur, CEO, bestselling author, keynote speaker, and former US Army Green Beret. As Founder and CEO of Orange County, California-based broughtonHOTELS, CBS News has called Larry the nation’s foremost expert on leadership and entrepreneurship, while the host of Travel Channels hit show, Hotel Impossible, says he is, among the top hospitality experts in the country. His upbeat, creative approach to business and life has been featured in newspaper and magazine articles across the country and he has been a recurring guest expert on news and TV programs on every major television and cable network, including MSNBC, CNN, CNBC, CBS, and Travel Channel. Larry’s awards include: Ernst & Young’s Entrepreneur of the Year®; the National Veteran-Owned Business Associations Vetrepreneur® of the Year; Coastline Foundations Visionary of the Year; and Passkeys Foundations National Business Leader of Integrity.

A transcript of this episode is available here: destinationontheleft.com/larry-broughton

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In this episode, you will learn about family travel and the options families have beyond Disney World, from Rainer Jenss.

Rainer Jenss brings a wealth of experience and expertise as President and Founder of the Family Travel Association. Before putting his professional expertise and personal passion to the ultimate test by traveling around the world for a year with his wife and two young children in 2009, Rainer was a Vice President and thirteen-year veteran of the National Geographic Society. As Publisher of National Geographic Kids from 2002-2008, Rainer helped transform the publication into the most widely read consumer magazine for children throughout the world. Prior to National Geographic, Rainer worked for CNN International and Business Traveler International.

A transcript of this episode is available here: destinationontheleft.com/rainer-jenss

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In this episode, you will learn about America’s first wine trail from Cassandra Harrington, Executive Director of the Cayuga Lake Wine Trail.

Cassandra has been director of the CLWT since December of 2014. In her time with the Trail, she and her coworker Kathy have completely rebranded the organization, have increased event attendance and have generated a solid social media presence. Cassandra has years of experience working in the tourism industry, having held positions at various wineries as well as the local Chamber of Commerce. When not working, she like likes to remain active by working out and traveling whenever and wherever possible.

A transcript of this episode is available here: destinationontheleft.com/cassandra-harrington

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In this episode, you will learn about how social media helped Casa Larga Vineyards have a great 2016 from Camille Zess, consultant at Break the Ice Media.

By the time Camille left college she was already an accomplished writer. As a writing minor, she took many classes in different types of writing including memoir, which involves real storytelling. And storytelling is key in marketing communications, advertising and public relations. She also trained intensively in grammar and in teaching the subject of writing where she learned to strengthen others' writing while preserving their style. An early adopter in social media, she has long experienced using Facebook, Facebook advertising, Linkedin, and Twitter. As someone particular adept at working in the digital media space, Camille focused on social media when she first joined Break the Ice. She's able to sense changes in social media as they begin and to view its future. This ability gives our clients the help and advantage they need in social media marketing. Now Camille uses her creative magic with words to write content for social media, websites, blogs, and advertising that Break the Ice provides for our clients. That isn't all. She's also able to act as a journalist or write a case study or capture the voice of brands we work with, and she produces high quality, creative online and email marketing campaigns for our clients.

A transcript of this episode is available here: destinationontheleft.com/camille-zess-social-media-case-studies

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In this episode, you will learn about generating return visits from customers who stop at a stopover destination from Rose Hapanowich.

Rose Hapanowich is director of travel and tourism for Destiny USA.

Rose has an extensive background in retail as a result of working in department store, specialty shop and outlet shopping venues prior to joining the management team of Carousel Center, initially as Assistant Marketing Director and later as Director of Marketing, where she successfully assisted in the transformation of the property into Destiny USA. She initiated tourism outreach efforts to expand Destiny USA’s presence internationally, resulting in her promotion to Director of Travel and Tourism for Destiny USA. Rose continually attends travel trade and consumer-focused shows all over the world resulting in high visibility for Destiny USA as a tourist destination. The property has received a great response from both the group and FIT markets as a result of her efforts.

She holds a degree in Economics from the Maxwell School of Citizenship and Public Affairs at Syracuse University. Her professional affiliations include: member of the I Love New York International Marketing Committee, member of the Shop America Alliance Advisory Board, a member of SKAL, and a member of WITTI (Women in Tourism and Travel International). Well-versed in both tourism and retail, she has spoken at a number of shopping tourism conferences, shows, and functions.

A transcript of this episode is available here: destinationontheleft.com/rose-hapanowich

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In this episode, you will learn about managing a destination through all four season from Drew Broderick.

No day is ever the same for Drew Broderick, director of sales and marketing for Bristol Mountain and Roseland Adventure Attractions, which is comprised of Bristol Mountain Ski Area and Fall Sky Rides, Bristol Mountain Aerial Adventures and Zip Line Canopy Tours, Roseland Waterpark, and Roseland Wake Park.

Her enthusiasm for tourism and attractions began with a summer college internship at Walt Disney World. She spent ten years in upper management in the hotel industry and later as the owner of a successful meeting planning and consulting firm, On-Site Meeting Solutions in Dallas, Texas, before relocating to Upstate New York. One of Drew’s most memorable events was supervising the VIP hospitality venues for Anheuser-Busch during the 1994 Summer Olympics in Atlanta. She also traveled the globe as a consultant for an international training company. Some of those places included: Dubai, Singapore, Brazil, Australia, Chile, Bermuda, Spain, and Poland to name a few. She earned a Bachelor of Science in Tourism Management with a Minor in Marketing from Northeastern State University in Oklahoma.

Drew has been with Bristol Mountain and Roseland Adventure Attractions for eight years and serves as the media liaison as well as handles all advertising, marketing initiatives, photography and video assets, social media for multiple attractions, and oversees the group sales efforts. Currently, Bristol Mountain has six former Freestyle athletes competing on the US Ski Team and with the next winter Olympics taking place in February of 2018, Bristol Mountain hopes to see one or more of these athletes competing for Team USA.

One of Drew’s passions is getting people involved in outdoor activities such as skiing, snowboarding, wakeboarding, zip lining, and climbing the courses in the aerial adventure park. Drew says, “There is so much to do right here that we’ve adopted the tagline of Adventure Capital of the Finger Lakes.”

A transcript of this episode is available here: destinationontheleft.com/drew-broderick

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In this episode, you will learn about programs that bring together counties, hotels, amusement parks, and more from Sarah Blackwell.

Sarah Blackwell joined BTI in 2013, bringing a fresh perspective, creativity and attention to detail to every client project she works on. A highly talented writer, she becomes the “voice” of many diverse clients for their stories and blogs — no easy trick. It takes tremendous imagination to write about winter attractions when it’s eighty degrees and summer outside. Or to write as the “voice” of a season. There’s also the constant need to come up with new angles and pitch stories for clients, and Sarah hits the mark each time. She also finds, researches and implements new media. All this to help get our clients great exposure and effectively connect with their target audiences.

There’s nothing like working with travel and tourism giants Southwest Airlines and Disney to put real-world, “icing on the cake” experience on top of an education in journalism and public relations. Sarah had — and continues to have — a passion for PR, writing and storytelling. And because she worked with the best in the business in media relations, she knows just how to cultivate relationships with journalists full of mutual respect and benefit.

Sarah sums it up: “Pitching story ideas is about knowing who you’re talking to — knowing your client’s audience and finding compelling subjects.”

A transcript of this episode is available here: destinationontheleft.com/sarah-blackwell-program-case-studies

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In this episode, you will learn about how regions can collaborate together and pool resources to do things together that they could not do alone from Laury Poland.

As president of Finger Lakes Wine Country Tourism Marketing Association (FLWCTMA), Laury Poland is responsible for creation, coordination, administration and implementation of all FLWCTMA programs and initiatives to promote economic development in the Finger Lakes region of the state of New York. A native of Rockville, Maryland, Laury began her employment at the Corning, New York-based tourism marketing association on September 30, 2013.

Before coming to the Finger Lakes, Laury was responsible for all advertising and promotions initiatives of the Pennsylvania Liquor Control Board’s (PLCB) Bureau of Marketing Communications, Branding & Design. During this time, Laury developed a keen interest in the wine and spirits industry, completing significant coursework in wine education. In her professional role with the PLCB, Laury constructed full-scale traditional and new media campaigns, including website development, digital advertising, and a social media presence through Facebook, Twitter, and Pinterest, as part of a $6M annual advertising budget. Laury also determined new areas of media to include in marketing and public relations efforts based on trends and technology. Laury wrote, produced and edited video projects for the PLCB’s 608 retail stores, Fine Wine & Good Spirits, and oversaw all print, web, radio, television and digital material, ensuring consistency of corporate brand image and messaging.

Prior to her time at the PLCB, Laury represented New York-based Church Pension Group Services Corporation (CPG) as vice president of Church Publishing Incorporated, from 2006-2011. Laury joined Continuum International Publishing Group in 2004, as director of Morehouse Church Supplies – a position she held until late 2005 when CPG acquired the book publishing, curriculum and church resource divisions of Morehouse Publishing. Laury was also a business owner, managing her own public relations, marketing and advertising firm, In-House Agency, from 1998-2004, serving as the communications specialist for numerous successful media initiatives. Laury holds a Bachelor of Science degree in Journalism/Public Relations from the Perley Isaac Reed School of Journalism at West Virginia University, Morgantown, WV.

What you’ll learn about in this episode: * Laury’s personal story of visiting the Finger Lakes as a tourist and how it challenged her conceptions of the region and allowed her to bring an outside perspective once she joined the Finger Lakes Wine Country Tourism Marketing Association * How to tell the story of the entire region and the success Laury has seen from doing this for the Finger Lakes Region * Giving your visitors an organic experience and letting them live like locals * Offering education opportunities for visitors in a way that doesn’t feel like the classroom * Why travelers are taking shorter vacations but packing more in * The study that shows that 81% of visitors who went to the Finger Lakes came back 5 times * Giving visitors the opportunity to find their own escape (and why you can’t find it for them) * Why the sum of the FLWCTMA’s parts is much greater than what the counties would have alone (ex: together they have the largest Facebook following for any wine region in America with 72,000 followers) * The FLWCTMA’s unique structure, why they act like a marketing agency and how funding flows throughout the whole system * The FLWCTMA’s integrated marketing plan, beginning with its website that sees a half a million unique visitors a year * Why word of mouth is the #1 referral and how it has evolved much in recent years with social media * The challenges Laury’s faced by collaborating with so many different organizations and how she overcame them by giving people the resources to do what they do best

Ways to contact Laury: * Website: www.fingerlakeswinecountry.com

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In this episode, you will learn about how to get 50% of all your customers from referrals.

Driven by a conviction that the business of selling creates freedom, David brings an exceptional 40-year career as a salesperson, speaker, coach, and author of “Are you for real?!” (Aviva, 2015), an inspiring sales-career survival guide. He empowers all types of individuals to new heights thanks to his time-tested methodologies, an ability to motivate others beyond their expectations, and his genuine joy in seeing others succeed.

David’s entrepreneurial spirit was ignited early in life from parents who owned an Oriental rug company. At 15, he launched a business brokering the sale of used appliances, earning the princely sum of $200 per month in the 1970s. Upon graduating high school, he secured an entry-level job at a bank and quickly rose to managerial roles, becoming vice president six years later. David’s warmth, sincerity, and passion for person-to-person business would become an asset throughout his sales career, spanning many industries.

The roots of his coaching career go back 30 years when he overcame his wall in sales through an intensive personal growth process that led to exponential increases in his revenues. Today, David shares his secrets with others, using a coaching methodology based on the value of work and self. He imparts in his clients the belief that a willingness to change and become a better person will drive sales and business success.

According to David, success comes down to awareness, self-acceptance, self-development, communication, change, belief in yourself and the service you provide, and, most importantly, being honest and caring.

He resides in his hometown of Brooklyn, New York with his wife.

What you’ll learn about in this episode: * Understanding the tourist’s desires by thinking like them * Success in business through building and maintaining relationships with the people that will bring customers in your door (tour operators, travel agents, hotel concierges, taxi drivers, etc.) * How to get 50% of all customers from referrals (a number David saw during his time as Director of Tourism Marketing at B&H Photo Video) by delivering QSSP: Quality of Service, Selection, and Price * Making sure that you have team members that speak tourist’s language to make tourists feel comfortable * Training salespeople on products they sell so they help customers with their specific needs * Teaming up with non-competing businesses to provide customers with fantastic deals * How to get a tour operator in a foreign country to put your voucher in their itinerary packets * Building out a strategy for strategic follow up * Solving the time management problem * David’s book: “Are You For Real?!: Going From Excuses to Authentic Selling and Living Your Dreams” about authenticity as the key to personal growth * Focusing on the experience, not the sale * The importance of proactivity in the travel and tourism industry * The danger of making promises you can’t deliver on * Collaborating by referring customers to who can help them (if that person is not you) and how that will come back tenfold

Ways to contact David: * Website: coachstern.com

Resources: * Book: “Are You For Real?!: Going From Excuses to Authentic Selling and Living Your Dreams” (If you purchase, David will send you an autographed copy plus provide you a free 45-minute consultation) * Blog post: How time management can help boost your commissions by David Stern

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In this episode, you will learn about how the Museum Association of New York (MANY) is consistently growing their tourism efforts from Erika Sanger.

Erika Sanger joined MANY (Museum Assoc. Of New York) after serving twelve years as the Director of Education at the Albany Institute of History and Art. There she provided vision for the development of programs for adults, children, schools, and families, focusing on object-based learning and digital initiatives. She had led the institute’s digital renaissance, most notably with the launch of a new website and creation of interpretative strategies around hand-held digital devices and interactive media.

Erika has gained her extensive arts experience through positions held at renowned institutions including the International Center of Photography, the Jewish Museum, the New York Historical Society, the Brooklyn Museum of Art, and the Asheville Art Museum in Asheville, NC. She served as Director of Development at Penland School of Crafts in Western North Carolina, where she was actively engaged in the region’s artists community, and participated in the design and implementation of campaigns for capital and endowment funds. She has also developed program assessments with Harvard University’s Project Zero, the NC Center for the Advancement of Teaching, and with the education department at the University at Albany. Programs produced under her direction have received funding from major organizations, including the Institute for Museum and Library Services and the National Endowments for the Arts and Humanities.

Erika holds a B.F.A. from Clark University, in Worcester, MA, and an M.A. from New York University’s Steinhardt School of Culture, Education, and Human Development.

The Annual Conference of the Museum Association of New York will be in April 2018 in Rochester, NY, details to follow.

What you’ll learn about in this episode: * How the Museum Association of New York encourages its members to stand out and appeal to visitors around the globe * Collaborating with the strong cultural institutions throughout the state to attract visitors not just into New York City, but to all of New York state * How legislators and local governments make a HUGE difference in our cultural institutions, and how to get them on your side * Current challenges facing museums and cultural institutions today and how they are affecting visitors * How the Museum Association is changing up their programs this fall to push tourism to new heights * The interplay between different cultural institutions on a local level and what that means for a community * Museum’s crucial role in New York tourism and economic development * Leveraging partnerships to attract international travelers * The importance of attracting visitors to other areas of the state and the usefulness of the I LOVE NEW YORK app

Ways to contact Erika: * Website: www.manyonline.org * Phone: (518) 273-3400

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In this episode, you will learn about why collaboration at the regional level makes a huge difference from Valerie Knoblauch.

Valerie is President and CEO of the Finger Lakes Visitors Connection where she has worked since 1984 when she was hired as the organization’s first employee. In her role, she is responsible for guiding a team of tourism marketing professionals who are charged with promoting all of the fun experiences offered in Ontario County and the Finger Lakes region. Valerie thrives on the challenge of figuring out people’s motivations to travel and translating that into marketing programs that inspire travel to the destination where she lives, works and plays. Prior to beginning with the Finger Lakes Visitors connection, Valerie worked as a Tour Guide and Public Relations Manager for Gold Seal Vineyards in Hammondsport, NY after a career as a High School English teacher at Red Jacket Central High School.

Valerie loves to travel – imagine that. She also enjoys bicycling, wine, gardening, photography, and cooking. She loves the theatre, especially live theatre and musicals, and likes history – especially as it is interpreted to put into place “where we are today …”

Valerie is blessed with a very large family, many of whom have settled in the area. She has been married to her husband Kurt since 1982. They have three sons and three wonderfully diverse daughters-in-law and three grandsons. Valerie has friends across the world, because of her career in travel and tourism and because of her multicultural family. She loves learning every day from all of the characters in her life.

What you’ll learn about in this episode: * The importance of analyzing your strengths and weaknesses, and surrounding yourself with people who complement your skill set. * How the regional Hike & Bike collateral piece and her ‘Slice, Dice & Spice’ event were ahead of the curve in showcasing local assets. * Using creative ways to meet the challenges of stretched resources. * The importance of communicating ROI to stakeholders and knowing which metrics to report. * The importance of agreeing, up front, what the desired outcome is when collaborating * The indirect impact of a thriving tourism industry. * Using research and a strategic marketing plan to identify opportunities for extended stay and return visitation. * Reaching visitors while they are in the destination to encourage extended stay and return visitation. * How Ontario County engaged their Board of Supervisors with National Tourism Week.

Ways to contact Valerie: * Website: www.Visitfingerlakes.com * Twitter: @VisitFingerLake

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In this episode, you will learn about how leveraging your social media in the tourism industry can help you to bring in more visitors from Brittany Gibson.

In her capacity at the Watkins Glen Area Chamber of Commerce, Brittany is responsible for promoting Schuyler County’s tourism industry by creating and implementing tourism marketing and public relations programs. She is also responsible for developing and implementing programs to increase the visibility and credibility of the Chamber. Brittany serves on the Finger Lakes Regional Tourism Council Board of Directors, the Finger Lakes Tourism Alliance Marketing Committee, the Schuyler County Planning Board, and the Community Development Corporation Board of Directors. She volunteers her time serving as the coordinator of her family’s charity organization, Team Charlie.

Brittany’s areas of expertise include marketing, advertising, public relations, social media, and event planning. She is passionate about the Finger Lakes and is eager to see Schuyler County continue to grow – both in business and tourism.

What you’ll learn about in this episode: * What sets the tourism industry in New York state apart from everywhere else * How Brittany seeks out creativity through collaborating with surrounding counties * Using social media & consumer email marketing to express creativity * Why you need to assess which social media channels will work best for you & your business * How Watkins Glen Chamber’s Instagram following recently exploded from around 400 to over a thousand in a matter of 1.5 months * Why getting engagement from the locals is important when it comes to tourism * Why Brittany loves helping small businesses leverage their partnership with the Watkins Glen Area Chamber of Commerce * Why you need to go out of your way to build relationships with people * TALES – Tourism & Leadership Exchange Summit: the first ever tourism conference being hosted in Schuyler County * Why it’s important that frontline staff & the community view tourism as a leadership role * Three big events/things that the Watkins Glen Area Chamber of Commerce are excited about this year * Why Brittany loves to host travel bloggers/writers in Schuyler County (which she did with almost 50 bloggers/writers between May 1st – September 15th last year!)

Ways to contact Brittany: * Website: www.watkinsglenchamber.com

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In this episode, you will learn from Ramjee Chandran about the evolution of tourism publishing, and why creative content is as important now as it was in 1989.

Ramjee Chandran is an entrepreneur, writer, publisher, and musician with 27 years of publishing experience. As a journalist, his articles have been published in India and other countries. Most of Chandran’s publishing career involved magazines related to the tourism industry including city guides and business travel magazines – both print and online.

The first city guide he launched was on March 31, 1989, for his hometown of Bangalore, India. In the years following, he launched the “Explocity Guide” series of city guide magazines in several destinations including New York City, Dubai and several major metros in India. Other magazines included Executive Traveller and other city-based lifestyle magazines.

Ramjee Chandran received investment from a US-based venture capital fund in 2000, and a few years later, a meeting with publishing mogul Rupert Murdoch led to Murdoch picking up a 25% stake in Chandran’s publishing enterprise, Explocity.

Chandran was awarded the prestigious “Chanakya Award” for Innovative Leadership by the Indian Council for Public Relations and was named one of 10 best entrepreneurs from the state of Karnataka, India by online giant, Rediff.com (REDF – NASDAQ).

Recently, Ramjee launched a website for New York State: www.DestinationsOfNewYorkState.com and runs this in an exclusive strategic alliance with the experienced tourism company, Destinations Of NYS, based in Saugerties, NY.

Chandran is also a jazz guitarist and has performed on stage with internationally acclaimed jazz musicians and at international jazz festivals. He believes that the one thing he does with more mediocrity than playing jazz is his other distraction, playing chess.

What you’ll learn about in this episode: * The story behind Ramjee’s first destination magazine, and his shoestring budget * How Ramjee learned to scale his enterprise up from 1 magazine out to 3 countries * How Ramjee sought creativity from his content * Why you need to listen to what people want and find a creative way to present it to them * Ramjee’s biggest challenge, scaling, and how he made it work * How Ramjee evolved his business from a single print publication to what it is today * Why digital scaling is much easier than print scaling * The story behind Ramjee’s new website DestinationsOfNewYorkState.com * Why collaborations between publishers is rare- but how Ramjee makes it work * What makes tourism communication so exciting * How Dubai has developed a phenomenal tourism enterprise in such a short time

Ways to contact Ramjee: * Website: www.DestinationsOfNewYorkState.com * Website: www.SolMooney.com * Wikipedia: en.wikipedia.org/wiki/Ramjee_Chandran

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In this episode, you will learn about the importance of creating opportunities for both guests and other small businesses from Debbie Meritsky.

Debbie is a graduate of New England Culinary Institute and has worked in the food industry for over 30 years with an emphasis on local, organic, and seasonal ingredients. Debbie is co-owner of the Black Sheep Inn & Spa located in Hammondsport in the Finger Lakes region of NYS. As the Inn chef, she is an avid proponent of sourcing local organic foods and the clean food movement in the Finger Lakes region. Debbie prepares delicious farm-to-table breakfasts for her guests, sourced from within 50 miles of the Black Sheep Inn & Spa. She also enjoys sharing with her guests those techniques on how to create this lifestyle at home, wherever they may live. Debbie’s other passion is art, and, specifically, creating art from recycled and repurposed “ingredients”. Debbie and her husband Marc created the Arts in Bloom Art Trail to showcase the fantastic art being created in their area. In its 5th year Arts in Bloom is a family-friendly, free community event that features live demonstrations at artist studios and galleries on the trail.

What you’ll learn about in this episode: * Debbie’s background * Why Debbie loves doing farm-to-table & how that helped form her business * How Debbie likes to give her guests experiential opportunities when staying with them at the Inn * Debbie’s philosophy of, if you’re not having fun doing something then your guests aren’t going to have fun * Why you should source what is available now to bring the best to your guests * Why it’s not about money – it’s about opportunity * Why forming partnerships with other small businesses is one of the biggest but most important challenges you will face * The story behind the family-friendly, free community event, Arts in Bloom & the F.L.A.V.O.R. Studio at the Inn * The many opportunities for partnerships with the over 100 distinct breweries, cider houses & distilleries in the Finger Lakes region * How knowing how to cross-sell can help you create more opportunities * The importance of finding local small businesses that understand and want to excel at forming partnerships * Why, as tourism partners, you need to build your story to tell the outside world

Ways to contact Debbie: * Website: www.stayblacksheepinn.com

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In this episode, you will learn about non-profits in the travel and tourism industry from Jacob Taddy.

Jacob Taddy is the founder and Executive Director of Onwards, a non-profit organization connecting people through unique travel experiences that empower local entrepreneurs. After working on service projects in the Navajo Nation, Skid Row in Los Angeles, and construction sites throughout the US and the Caribbean, Onwards was born when founder Jacob Taddy recognized a need to shift how he, and others, were talking about and providing domestic and international aid. Onwards seeks to shift from short-term solutions and volunteer projects to long-term, sustainable economic development. By providing microloans and business training to local tourism based business owners, Onwards empowers local entrepreneurs to tap into the largest industry on the planet, tourism, to create jobs and direct tourism dollars into communities that need it.

What you’ll learn about in this episode: * What the next generation of travelers is looking for * How the idea for Jacob’s non-profit organization, Onwards, was born and how it finds ways to direct travelers to communities that need it * How Onwards creates authentic experiences * Onwards level of integrity behind what they do * How Onwards top priority is providing the biggest benefit to the community * Jacob’s biggest challenge: convincing people to go places that they’ve never heard of, and how he overcomes it * Why Onwards puts the faces of entrepreneurs at the forefront of their organization * How Onwards is showcasing models of community development in Haiti & the DR * The benefit of non-profits not treating each other as competitors * The importance of focuses on strengths in a partnership

Ways to contact Jacob: * Twitter: @onwardstravel * Website: www.onwardsinc.org * Email: jacob@onwardsinc.org

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You have heard our guests talk about co-opetition- that really cool thing that happens when competitors come together to collaborate on a project or program in order to create something bigger than they could have done on their own. This podcast recaps ten strategies for successful collaborative partnerships that we have learned from our guests.

What you’ll learn about in this episode: * Strategy #1: Communication — why clear communication requires talking on the phone or in person — not just through email (David Holder) * Strategy #2: Bring the right resources to bear — why you must know when to bring in outside help when you don’t have the necessary expertise needed for a project (Ralph Thompson) * Strategy #3: Set realistic expectations — why it’s so crucial to make sure that all project collaborators understand what realistic project success looks like — especially in the short term (Meg Vanek) * Strategy #4: Form relationships that lead to partnerships — why networking is the way that successful collaborative partnerships get off the ground (Kelly Rapone) * Strategy #5: Have a shared vision — why it’s so important that all collaborators envision the same outcome for a project (Jennifer Ackerson) * Strategy #6: Find commonality — why successful partnerships have to come from a place where partners share something in common (Leah Mueller) * Strategy #7: Set deadlines — why you need doers (not talkers) in your partnerships (Leah Mueller) * Strategy #8: Ask for solutions — why you shouldn’t present solutions to your partners or stakeholders and should instead bring them into the discussion (Dan Fenton) * Strategy #9: Have a can-do attitude — why you need to approach every project with the attitude that it will succeed (Kelly Blazosky) * Strategy #10: Be Genuine — why you should underpromise and overdeliver in your partnerships (Kristy Kennedy)

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In this episode, you will learn about how New York is consistently growing their tourism efforts from Gavin Landry, the former Executive Director of Tourism at Empire State Development.

Gavin Landry joined Empire State Development (ESD) as the Executive Director of Tourism in March of 2013. Mr. Landry’s appointment came at a time of continued tourism growth across New York State and amidst the launch of a series of new tourism initiatives by Governor Andrew M. Cuomo. Thanks to the support of Governor Cuomo, tourism has become the fourth largest employer in the State.

As former Executive Director, Mr. Landry lead the iconic I LOVE NEW YORK marketing campaign where he developed and implemented new initiatives to further the State’s positive tourism growth. Mr. Landry also worked closely with the New York State Tourism Advisory Council, which provides input and advice regarding the state’s tourism efforts.

Before joining Empire State Development, Mr. Landry ran Landry Hospitality Consulting Services, where he provided full-service hospitality consulting to hotel developers and owners. Mr. Landry ran commercial hotels for a professional management company in markets such as Detroit, MI; Columbus, OH; Charlotte, NC, and Somerset, NJ. He has also served as president of the Saratoga Convention and Tourism Bureau, a post he held for 12 years. During that time, he served as the President of the NYS Association of CVB’s (2000-02). Gavin was the recipient of the 2016 Excellence in Leadership Award by the NYS Tourism Industry Association. A graduate of Cornell University, Mr. Landry served as an adjunct professor at New York University’s (NYU) Tisch Center for Hospitality, Tourism, and Sports Management for five years where he taught graduate courses in various disciplines of the tourism industry. In February of 2013, Mr. Landry was the recipient of an award for teaching excellence from NYU, one of 20 given across nine teaching disciplines. Mr. Landry is a member of the Cornell Hotel Society.

What you’ll learn about in this episode: * “It’s all here. It’s only here.”: How Empire State Development gets visitors that could travel anywhere to come to New York * Using the “I LOVE NEW YORK” brand to attract visitors beyond New York City and into all of New York state * The support the New York tourism industry has received from Governor Andrew Cuomo (including $55 million in 2017) * ESD’s experiential marketing team’s I LOVE NEW YORK “traveling pod” that includes interactive digital experiences to help raise awareness for events and attractions all over New York State * The impact of ESD’s digital initiatives like the I LOVE NEW YORK app that has been downloaded over 100,000 times since 2015 * ESD’s social media efforts that have resulted in I LOVE NEW YORK being the #1 most followed state tourism office on Twitter and one of the top state tourism offices on Facebook * ESD’s partnership with Beautiful Destinations on Instagram where they’ve created some amazing video content * How ESD uses a matching funds program and tourism grants for funding local efforts in the different regions across New York * The recent growth of the agritourism industry under New York Governor Andrew Cuomo * Leveraging partnerships to attract International travelers * The incredible return on investment New York State has seen in the tourism industry (an investment of $170 million became nearly $8 billion!)

Ways to contact Gavin: * Website: esd.ny.gov * Facebook: www.facebook.com/EmpireStateDevelopment * Twitter: @EmpireStateDev * Website: www.iloveny.com * Facebook: www.facebook.com/iloveny * Twitter: @I_LOVE_NY * Instagram: @iloveny * I Love NY App: iTunes, Google Play

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This episode is a little different from most. We will be hearing from a tireless advocate and NYS tourism industry promoter, Mike Linehan. This interview was recorded in October 2016. Mike was gracious in volunteering to be one of Destination on the Left’s first interviews. He was very patient with me and my audio team as we were learning the ropes of podcast production.

Mike and I had a fantastic conversation and he shared many insights from his 30 years in the tourism industry. The audio from our interview however didn’t record properly and most of the interview was unusable. Mike was very kind when I explained what had happened and offered to reschedule so that we could get a good audio file. Unfortunately, our schedules did not align and Mike passed away unexpectedly on February 15, 2017.

Mike’s vision, his tenacity, his insights, his humor are part of the foundation of tourism in New York State. So, I went back to that bad recording and found 20 minutes of our conversation that I want to share with our listeners. We can all continue to learn and benefit from Mike Linehan.

Mike Linehan served as President and Chief Executive Officer of the Yates County Chamber of Commerce for 24 years. Born in Hammondsport, NY, Mike settled in Penn Yan, NY after spending several years in the state of Colorado.

Mike’s formal training included courses of study at St. John Fisher College, Corning Community College, Finger Lakes Community College and the Institutes for Organization Management at the University of Oklahoma, where he was a graduating member of the Class of 1999.

Mike was a member of: the Keuka College Community Associates Board serving as Chair since 2000; NYS Tourism Industry Association where he served as past president; Benevolent and Protective Order of Elks; Loyal Order of Moose; Finger Lakes Regional Tourism Council where he served as Chair; Finger Lakes Wine Country Tourism Marketing Association where he served as Chair and the Chamber Alliance of New York State.

In his spare time, Mike enjoyed cooking, gardening, and boating on the Finger Lakes. He lived in Penn Yan with his wife, Molly, daughters Meaghan and Morgen, and dogs Moses and Maggie.

What you’ll learn about in this episode: * The challenge that arose after Penn Yan was flooded in May 2014 and how they overcame the public misperception that Penn Yan was closed after the media focused on the damage of the flood * Penn Yan’s efforts to redevelop the waterfront that Mike was beginning to focus on in October when we conducted this interview * Why dissenting opinions are so important in achieving the best final product * Examples of working within regulations and working to get onerous regulations lifted * The importance of visiting your elected officials when they’re home in your district

Tourism websites: * www.yatesny.com * fingerlakestravelny.com * www.fingerlakeswinecountry.com * In Memorium: www.gofundme.com/mike-linehan-family-fund

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In this episode, you will learn how every traveler makes a difference from Kristy Kennedy, Vice President of Marketing and The Director of Tourism for the Adirondack Coast Visitor Bureau (ACVB), a division of the North Country Chamber of Commerce.

Kristy has been with the ACVB since 2008. In her current role, Kristy leads the Visitors Bureau’s efforts in developing and implementing a yearly strategic marketing plan to increase tourism in Clinton County.

A Plattsburgh native and a graduate of Plattsburgh State University, Kristy was named a Face of our Future by Strictly Business magazine and in 2008 Kristy was named New York State’s Virginia Allan Young Careerist in acknowledgment of her personal and professional accomplishments, writing ability and public speaking. She went on to place in the top 10 in the nation.

Before joining the Chamber, Kristy worked as Office Manager and Marketing Coordinator for
Fesette Realty. Prior to that, Kristy held the role of Marketing & Promotions Coordinator for 95 Triple X and 620am WVMT Radio in Burlington.

Outside of her work at the Chamber, Kristy enjoys listening to live music, exploring the local food scene and creating one-of-a-kind dishes in her kitchen. She is a self-proclaimed Crazy Cat Lady and spends as much time with her better half Shannon and her family as possible including two full-of-life nephews.

What you’ll learn about in this episode: * Why the ACVB doesn’t get caught up in the “heads in beds” mentality and focuses on all travelers – even the ones that don’t stay overnight * How every traveler creates their own domino effect for the region * The ways ACVB makes the most of their small budget and three person team * The locational benefits of going bilingual * How the AVCB helps their stakeholders be as prepared as possible by hosting customer service seminars * “Where the mountains meet the coast:” the story of how the Adirondack Coast name came to be * The integrated social content plan that helped the ACVB use social media reach all their demographics * How competing attractions work together to grow the ACVB in a way that helps everyone succeed * Why Kristy loves an outside perspective on the ACVB and keeping the master plan updated

Ways to contact Kristy: * Website: goadirondack.com

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In this episode, you will learn about what can be done to build a destination’s brand from David Holder, the former President of Visit Syracuse.

David Holder did not grow up in Central New York, as you’ll recognize from his slight southern drawl and love of cheese grits. He may not be a native but he is definitely one of the area’s greatest cheerleaders. A love of the outdoors, weather (yes, you heard correctly), great food, and overall quality of life drive David’s passion for the Syracuse area. When he was President, he translated that love into a killer brand position for Visit Syracuse, one of six accredited DMOs in the state of New York, leading the effort to Do Your Thing and amplify awareness of Syracuse for convention planners, sporting event organizers and leisure visitors from around the world. Prior to joining Visit Syracuse, David directed the tourism and economic development efforts for the City of Fredericksburg, Virginia, led the Steuben County Conference and Visitors Bureau in Corning, New York and conducted community based strategic planning for the Texas Tourism Division. He earned both a Bachelor of Science and a Masters of Science in Tourism Management from North Carolina State University.

What you’ll learn about in this episode: * David’s background * Looking for opportunistic disruptions: finding how to push your product in unusual ways * How David turned Syracuse into the Official Home of Winter to capitalize on the long winters of Syracuse and turn it into a real asset * The Snow Angel Challenge: The initiative that Syracuse and The Salvation Army are entering together * Why the perception of your residents is just as important as the perception of visitors * The importance of getting the community on board with your initiatives * Building your brand around emotions when you don’t have one massive asset * The support system of destination marketing organizations throughout New York that Syracuse is a part of * How David helped improve the relationship between Visit Syracuse and CNY Arts so that they work together * Why digging your heels in isn’t the right answer when trying to reach a common goal

Ways to contact David: * Website: www.visitsyracuse.com

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In this episode, you will learn about tracking conversions from Ralph Thompson, President and Chief Brain of eBrains.

Formally trained as in finance and as a CPA, Ralph gained basic experience with Price Waterhouse Coopers and then moved on to NYSE regional banking firm where he advanced to become a top finance and administration executive over 10 years. He took his first entrepreneurial step as co-owner and COO of The Martin Agency (an Ad Age Agency of the Year) where he grew the company from 20 people to 250 over a 10 year period before selling it to Interpublic Group. His next adventure started when he co-founded eBrains to focus on digital marketing in the travel and tourism industry. eBrains is celebrating its 18th year. The company was sold three years ago to a DC marketing holding company and Ralph remains in his role as President and Chief Brain. Ralph enjoys using ample blessings of both sides of the brain to help brands leverage the digital marketing space to drive more measurable incremental ROI. He enjoys spending time with his wife of 48 years, two children, 3 grandchildren and collaborating with friends and colleagues. Ralph enjoys golf, wine, great food and travel.

What you’ll learn about in this episode: * Ralph’s background * How Ralph used co-registration with Virginia Tourism to reduce the cost of sending out travel guides from $12 to $2 at a time when co-registration was looked down upon * How Ralph has figured out how to track a much higher than average percent of conversions * How Ralph used digital strategies to inspire overnight stays in Buffalo and Niagara Falls from nearby Ontario Canada travelers. * Why a simplistic measurement is better than no measurement * How Ralph encourages his team to invent best practices rather than follow best practices * The mobile Cost Per Action (CPA) network that Ralph is working on * Why you need to leverage your own resources and develop strategic partnerships to deliver the best possible product * How to find the best partners or “co-petitors”

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In this episode, you will learn about working with partners to create a niche culinary trail from Meg Vanek.

Meg Vanek is the executive director of the Cayuga County Convention and Visitors Bureau and has served in this capacity for 20 years. She is originally from the Finger Lakes but left the region at 17, graduated from the University of California at Santa Barbara, and worked in the property management and hospitality industries in southern California and England for 14 years before returning to the region. In addition to her position as executive director of the Cayuga County Convention and Visitors Bureau, she also serves on the Board of Directors of the NYS Tourism Industry Association, the Cayuga Lake Scenic Byway, the Finger Lakes Regional Tourism Council, as well as several other tourism related committees.

What you’ll learn about in this episode: * Meg’s background * How Meg has helped Cayuga County stand out from the crowd by presenting a unique experience for the visitor- The Finger Lakes Sweet Treat Trail * How Meg blended agriculture and culinary assets together in The Finger Lakes Sweet Treat Trail * What’s coming up for the Sweet Treat Trail in 2017. * How competitors worked together on the Sweet Treat Trail to grow their own businesses * What great partners look like to Meg * A business that thought outside of the box in order to be eligible for the Sweet Treat Trail * How Meg set realistic expectations for new partnerships * The Sweet Treat Trail’s upcoming appearance on HGTV

Ways to contact Meg: * Finger Lakes Sweet Treat Trail: tourcayuga.com/farm-to-table/finger-lakes-sweet-treat-trail

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In this episode, you will learn about using partnerships to maximize effect from Kelly Rapone.

Kelly has been Tourism Marketing Director at the Genesee County Chamber of Commerce in the Buffalo Niagara region of NYS for the past 13 years, and a part of the Chamber’s Tourism program for 18 years. In her role, Kelly manages implementation and development of the overall tourism marketing program for Genesee County. In addition to her work at the county level, Kelly has been instrumental in several regional and statewide tourism marketing initiatives including the roles of regional administrator for Greater Niagara Region, project manager for Country Byways of the Greater Niagara Region, and project coordinator for the War of 1812 Honorary Peace Garden Trail brochure.

Kelly is also the founder and administrator of the Haunted History Trail of New York State. The Haunted History Trail of New York State began in 2013 and features attractions from almost every region of New York State including haunted dining, tours, attractions, events and accommodations, with many of the attractions tying back to New York’s local history. In 2015 the Haunted History Trail of NYS was recognized with an Excellence in Tourism Marketing Award Statewide by the New York State Tourism Industry Association. It is the only state-wide paranormal tourism trail in the country.

What you’ll learn about in this episode: * Kelly’s background and how she became the Tourism Marketing Director at the Genesee County Chamber of Commerce * How to identify and focus on niche markets * The challenges Genesee County has faced standing out against much bigger destinations * How Genesee County has collaborated with other destinations * A newly renovated visitor center, a redesigned website, and other projects that Kelly is working on right now * Some of Genesee County’s very unique assets and how she founded the Haunted History Trail * Making the time to form relationships that lead into great partnerships

Ways to contact Kelly: * Website: VisitGeneseeny.com * LinkedIn: www.linkedin.com/in/kelly-rapone-8586791

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In this episode, you will learn the skills that transfer from working client side to agency side and traits every PR professional should have, from Colleen Knopeck, Associate Consultant at Break The Ice Media.

Colleen uses her passion for writing and storytelling as an Associate Consultant at Break The Ice Media. She brings with her demonstrated success in proactive media relations and brand marketing communications for B2B, B2C, and B2E audiences. Colleen holds a Bachelor’s Degree in Communication: Journalism/Media Studies from SUNY Geneseo and a Master’s Degree in Integrated Marketing Communications from St. Bonaventure University. Her enthusiasm, attention to detail, and commitment to exceeding expectations are reflected in her work, and in the results she drives for her clients.

What you’ll learn about in this episode: * What Colleen does at Break The Ice Media * How Colleen uses the experience she brings from the client side * What clients want from agencies * Key qualities in a PR professional * Passion and persuasion and why these traits are important in PR * Why a love of organized chaos is beneficial in PR * How Colleen ties it all together in an ongoing campaign

Resources: * Colleen’s blog: breaktheicemedia.com/top-6-traits-that-successful-pr-pros-need * Colleen’s blog: breaktheicemedia.com/150-days-and-counting-4-things-ive-learned-by-going-client-to-agency-side

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In this episode, you will learn about using hashtags over a variety of social media channels and how to use Instagram effectively from Jessica Reilly, Associate Consultant, at Break The Ice Media.

What you’ll learn about in this episode: * What Jessica does at Break The Ice Media * Why travel hashtags are important * Three main challenges with hashtags * What makes hashtags on Instagram different than other platforms * What you need to know about creating your own hashtag * Travel hashtags that you need to know about * Why Instagram is a tremendous platform for the travel/tourism industry * Instagram takeovers: why having someone else take over your Instagram account can be a great idea * Ways to find great Instagram content to share

Resources: * Jessica’s blog: breaktheicemedia.com/destination-insta-sensation * Jessica’s blog: breaktheicemedia.com/trendingnow-hashtags-and-the-tourism-industry

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In this episode, you will learn about Facebook ad campaigns from Camille Zess, Consultant at Break The Ice Media.

Camille is adept at working in the digital media space. Her passion for creating online and email marketing campaigns shows in the high quality and creative work that she produces. She is an accomplished writer, creating content for social media, websites, blogs, the press, advertising, journalism, and research writing. She has a Bachelor of Arts in Communication from Hiram College and uses her flexibility with words to capture the voice of the brands Break The Ice works with.

Her personal strengths include an advanced understanding of marketing, a talent and passion for copywriting and the ability to produce results.

What you’ll learn about in this episode: * What Camille does at Break The Ice Media * The importance of staying on top of the changes in the ad dashboard * How to choose the right campaign objective * Why you need to be clear on the demographics of your audience before launching a campaign * How to keep an audience from being too narrow and using lookalike audiences * How Facebook judge’s ad images and what makes a good image * The new ad tools and why they’re important including website conversion and lead generation * Why the best use of your ad dollars isn’t boosting * Facebook Campaign work Camille has done for Wayne County’s Annual Apple Tasting Tour * How to structure the landing page for a campaign * Instagram ads * Why weekly monitoring and patience is important with an ad campaign * What Facebook’s “Standard Events” and where you need a coding expert

Resources: * Camille’s blog: breaktheicemedia.com/beyond-the-boost-digging-in-to-facebook-advertising

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In this episode, you will learn about destination marketing strategies, the benefits of FAM trips, and strategies for businesses to prepare for groups from Rhonda Vaccaro, Vice President and Senior Consultant at Break The Ice Media.

Rhonda has more than 20 years sales and new business development experience. She has worked in technology, environmental services and hospitality and travel industries. She is a master at creating relationships, working with prospects and turning them into sales for Break The Ice Media’s tourism clients. She has a deep understating of sales strategies, relationship development and creating win-win opportunities.

What you’ll learn about in this episode: * What Rhonda does at Break The Ice Media * How Rhonda works with receptive operators to make their lives easier * Marketing and sales tactics that Rhonda uses with receptive operators * The proper follow-up and why it’s important in marketing * Why Rhonda loves FAM tours * The importance of educating everyone involved on how they will benefit from a FAM tour * Why communication is key for a successful FAM * How to treat your FAM guests as VIPs * Remembering to have fun during a FAM tour * What a business needs to do before they’re group ready

Resources: * Rhonda’s blog: breaktheicemedia.com/collaboration-in-tourism * Rhonda’s blog: breaktheicemedia.com/increase-foot-traffic-with-motorcoach-business-10-ways-to-become-group-ready

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Sarah Blackwell is a Consultant at Break The Ice Media.

Sarah brings knowledge of the public relations industry to her work at Break the Ice Media, including the ability to write, pitch, and tell a great story. Her experience working with journalists and passion for PR and social media has allowed her to help her clients get great exposure and effectively connect with their target audience. She is a graduate of The College at Brockport, SUNY, with a Bachelor of Science in Journalism/Broadcasting (concentration: PR) and a dual degree in English. She joined Break The Ice Media in 2013, and brought with her hospitality and marketing experience from internships at Disney, Southwest Airlines, American Cancer Society, and Susan B Anthony House. She is very involved with the Public Relations Society of America, Rochester Chapter, co-chairing both the Young PR Professionals and PRism Awards Committee.

Her personal strengths include her ability to find, research, and implement new media. She brings a fresh perspective, creativity, and attention to detail to the client projects that she works on.

What you’ll learn about in this episode: * Collaborative PR programs that Sarah works on * The work Sarah has done on Haunted History Trail, Cross Border Showcase, and the Finger Lakes vacation region * What a Media FAM trip is, why it’s so important, and what makes a FAM successful * Strategies on how to use group trips effectively — and why they are losing popularity * Strategies for helping journalists do live “pre-coverage” before they write their articles — a strategy that is new to the digital landscape * How to build a journalist itinerary (and when to schedule break time) * How to fund FAM trips * Working with experts to build a FAM trip without dictating * The time commitment needed to build an itinerary

Resources: * Sarah’s blog: breaktheicemedia.com/how-to-adapt-your-fams-to-a-changing-media-landscape

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Nicole Mahoney started Break The Ice Media in 2009 in response to the evolving needs of small- to medium-sized businesses, in particular, the rise of social media. Break The Ice Media is a boutique marketing and communications firm with a focus on travel, tourism, food, wine, and hospitality. As CEO, Nicole is responsible for working with clients to understand their marketing needs, develop strategic marketing plans and execute those plans. She is also responsible for building a team that can deliver.

Nicole received a Bachelor of Science in Business Administration from Rochester Institute of Technology and a Master of Arts in Communications from The College at Brockport, SUNY.

Nicole loves the Finger Lakes region of New York State where she was born and raised. She is raising 4 daughters with her husband, John.

What you’ll learn about in this episode: * What Nicole learned at the Marketing Outlook Forum * The emerging international travel trends * Why Mexico will surpass Canada as the #1 source for arrivals by the end of 2016 * Why China will surpass the UK as the #1 source for overseas arrivals by 2020 * Why India will be the second largest market for consuming class households by 2025 * How the US domestic leisure market will continue to grow in 2017 by the same rate as 2016 * The research that shows that people are starting to see travel as a better use of money than material things * Adventure vs. relaxation: what travelers want their vacations to feel like * Why people are wanting more and more to be travelers, not tourists * The rise of peer-to-peer lodging and what travelers that use these alternatives are like * The World Food Travel Association’s study The 2016 Food Travel Monitor * How food and beverage influences leisure travelers to seek out a destination * Why a positive food or beverage experience will motivate travelers to return * The rise of peer-to-peer dining and psycho-culinary profile research * Project Time Off: the initiative to get Americans to use their vacation days * The unlimited vacation policy at Break The Ice Media * The economic impact of Americans using their vacation time

Resources: * Nicole's blog

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Jennifer Ackerson is President and Founder of ALON Marketing Group, a respected tourism sales and marketing consulting company. She specializes in effective strategic development for growing travel and tourism supplier businesses with a focus on B2B and travel-trade client relationship building.

Jennifer is a 20-year veteran of the Travel & Tourism industry with experience in the hotel, destinations, attractions and tours, transportation, restaurant, and travel buyer sectors. Jennifer has an excellent understanding of the tourism and visitor dynamic. Her distinctions include an unparalleled assimilation into the domestic and international buyer/seller relationship, which results in a high level of successful strategic business development activity. Her past work experience includes working for Marriott Hotels, Long Island Convention and Visitors Bureau, Riese Restaurants, New York Apple Tours, Skyline Multimedia Entertainment, CitySights NY, and most recently, 15+ years of independent tourism consultation.

What you’ll learn about in this episode: * Why it’s so important to build up the buyer-seller relationship * What ALON does to help its clients stand out from the crowd * What Travel Trade is * Why staying focused is so crucial in the tourism industry * ALON’s collaboration programs * What’s coming up for ALON * Why you can’t be afraid of your team knowing more than you do * How to figure out if a partnership is good at the beginning of the relationship * Why you need to make sure everyone in a partnership is on board with the project vision * What Jennifer and ALON looks for in their clients and partners

Ways to contact Jennifer: * Website: www.alonmarketing.com

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Glenn Clark is the president and creative director of Clark CSM Marketing & Communications. He has worked as a Designer and Creative Director alongside world-class talent at agencies such as Partners + Napier in Rochester and Eric Mower & Associates in Syracuse prior to founding an award-winning agency. His vision for Clark CSM has always been to create amazing work with an attentiveness to a wide-array of clients while specializing in tourism and destination marketing. His clients will agree, Glenn is a blast to work with and usually the most enthusiastic person in the room. Even better, he'll never turn down an invite to grab a beer.

What you’ll learn about in this episode: * Why he started Clark CSM * How Clark CSM got its foothold in the travel and tourism industry * What Glenn did for a skiing location in a year with no snow * How telling the right story allowed Glenn to help a coffee shop stand out * Why you need to work on the business, not in the business * What Glenn is doing with the craft beverage industry * How to create a powerful, memorable brand through authentic marketing * Why it’s important to connect in person -- not just on social media * The creative branding blogs that Glenn has launched

Ways to contact Glenn: * Website: www.clarkcsm.com

Resources: * Two Cows: www.clarkcsm.com/two-cows * Crafting A Brand: http://eepurl.com/ci_eV5 * Three Things Every Thursday: http://eepurl.com/bAHYrL

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For Leah Mueller, traveling is more than a job -- it’s her passion. After earning a degree in Travel and Tourism Management from Niagara University, she went on to study abroad before starting her career. Leah has broad and varied expertise in the hotel, attraction, restaurant, and private company sector. She has been with Visit Buffalo Niagara for over 15 years and was a key partner in expanding their international appeal.

What you’ll learn about in this episode: * Why passion helps you connect with customers * How Buffalo has grown in the last 5 years * What challenges and opportunities come from Buffalo’s location near Niagara Falls and I-90 * How Leah has combated those challenges * New York State in 9 Days: a project Visit Buffalo Niagara is collaborating on with Dutchess County Tourism in the Hudson Valley and Visit Syracuse * How working with competitors creates win-wins * What Leah looks for in partners * What makes partnerships not work

Ways to contact Leah: * Website: www.visitbuffaloniagara.com

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Leah Mueller is the Director of Tourism Sales for Visit Buffalo Niagara. For Leah, traveling is more than a job -- it’s her passion. After earning a degree in Travel and Tourism Management from Niagara University, she went on to study abroad before starting her career. Leah has broad and varied expertise in the hotel, attraction, restaurant, and private company sector. She has been with Visit Buffalo Niagara for over 15 years and was a key partner in expanding their international appeal.

What you’ll learn about in this episode: * The challenges in selling a region that doesn’t have an iconic attribute * How Brew Central came to be * How Kelly and her partners measure the success of their campaigns * How 10 counties come together to participate in consumer trade shows * How Kelly’s engaged with the craft beverage industry * The Cheers Network that Kelly created * Working with competition to make something that works for the consumer * The power of a can-do attitude and not letting anything get in your way * Building relationships to tear down roadblocks * How Kelly connects her region to other regions to attract an international audience * What’s coming up in the future

Ways to contact Kelly: * Website: www.oneidacountytourism.com * Website: www.brewcentralny.com

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Daniel Fenton is an Executive Vice President with JLL's Hotels & Hospitality Group. He is a 25-year veteran of the Hospitality and Tourism industries. Daniel led a destination marketing organization that completed a highly successfully re-branding, re-structuring effort that is used as a cutting edge model for others. He is the past Chairman of the Board of Destination Marketing Association International where he launched several initiatives designed to drive more effectiveness in Destination Marketing Organizations nationally. He graduated with distinction from the Cornell University School of Hospitality Management.

Daniel has successfully completed and is currently the Project Executive for many tourism planning initiatives, most recently including Travel Portland; Visit Denver; Houston Convention & Visitors Bureau; New Orleans Convention and Visitors Bureau Miami Beach Convention & Visitors Bureau; Daytona Beach/Volusia County, Florida; Hawaii Tourism Authority; Visit Salt Lake; Atlantic City, New Jersey; Ft. Lauderdale/Broward County CVB, Florida; San Jose Convention & Visitors Bureau and Charlotte NC.

What you’ll learn about in this episode: * Daniel’s background and how he got into the hospitality and tourism industry * Destination Master Planning: enhancing the visitor experience * Maximizing technology to reach target audiences * What makes millennial travelers different from other generations * How to deliver heritage tourism in a way that isn’t a passive experience * How to work with regulatory agencies to overcome hurdles and find solutions * Why economic development leadership is now more engaged with tourism * How public-private partnerships are more effective than they used to be * How planning departments have become advocates for small businesses * Why density of activity leads to higher success for everyone * How additional funds can be raised for tourism through business improvement districts * Why an occupancy tax is not enough * Why you need to assume that everyone has some interest in an initiative

Ways to contact Daniel: * Website: us.jll.com/tourism

Destination On The Left: Recent Episodes

Nicole Mahoney

SmallTownTourismChat: https://twitter.com/search?q=%23smalltowntourismchat&src=typeahead_click